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October 10, 2023
Overstock rebrand
10
Oct

A Rebrand Without The Process?

Overstock acquired Bed Bath & Beyond intellectual property in June. In early August, they brilliantly decided to cut out many of the painful rebranding processes by using the Bed Bath & Beyond brand instead of their own.  Chief Executive Jonathan Johnson stated, “We thought we had a good operating model but a bad name; we...
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