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A Rebrand Without The Process?

Overstock rebrand

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 thought Bed Bath & Beyond had a great name but a bad operating model.” When customers visit either of these websites (Overstock or Bed Bath & Beyond), they will be directed to the same landing page – eventually leading to the websites being one under the Bed Bath & Beyond brand. 

Brilliant? Risky? What are your thoughts?

Read more: https://www.washingtonpost.com/business/2023/08/01/overstock-bed-bath-beyond-rebrand/

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