Provide a summary of large corporations that have rebranded from one name/brand to another by way of employee contest in the last 20 years.
Hello, and thanks for your question asking for a summary of large corporations that have re branded from one name/brand to another by way of employee contest in the last 20 years. I have found that employee contests are not a popular method for renaming a large company, they are considered to be a poor approach by experts. I was not able to find anymore examples other than those that you mentioned, however, I did find that renaming by means of a fan contest is more popular because it also works as a marketing campaign.
After a thorough search I have not found many examples of large corporations that have re branded from one name/brand to another by way of employee contest in the last 20 years. I conducted a thorough search engine search, plus checked through case studies, and checked through lists of companies that have renamed themselves in order to investigate how they decided to choose a new name. I found that many experts advice against using the technique of an employee contest to rename their brand. A similar method has proven to be more popular, this is launching a fan contest in order to rename the company. This is because it works as a marketing campaign too. I have found a couple of examples of brands that have used this method.
This source tells the story of a NASDAQ company who ran an employee competition to rename their brand, however, after receiving 3,400 suggestions the CEO dumped the idea. The article doesn't disclose the name of the brand.
There is a reason why many big brands may have not gone down the avenue of using an employee contest to rename their company. This is because marketers will advise against it, for example this source tells us that "the let’s-have-a-contest-among-employees impulse when renaming the company always yields ugly results." In addition to this I found this other article which explains why employee contests are seen as a bad idea. "Experts say one of the most common mistakes that companies make is to let employees or customers make suggestions, or to make a contest out of picking a new name. “To create an effective name, it should not be a democracy,” Ms. Cottineau said. “Everybody feels they’re an expert in naming.”"
After a thorough search engine search, and after looking through case studies I then searched through lists of brand renames to investigate if any of them achieved this through the means of an employee contest. I found none on this list of 11. I also looked through this list of 19 renames to see if any had been done through the means of an employee contest. On this list I found none. However, Google was renamed by its employees but through a brainstorming session (as is described in this article).
I found that not many companies have re branded through using a company contest, because it is not thought of as an optimal method. However, some companies have used a similar method, they have run fan contests. It seems that this method is more popular because it works as a marketing strategy too. This article explains why employee naming contests are a bad idea. It gives the example of Mondelez, and explains that "if you are a billion dollar global company, holding an employee naming contest is just about the dumbest thing you can do."
ALTERNATIVE AVENUES OF RESEARCH
As I mentioned, fan contests are a more popular method. For example, Tata motors launched a contest to rename their Zica car. This also worked as a marketing campaign, #Fantastico Name Hunt. It may be of interest to you to investigate other companies who have gone down this route, of using fan contests in order to rename their brand.
Overall, I found that employee contests are not a popular method for renaming a large company, they are considered to be a poor approach by experts. I was not able to find anymore examples other than those that you mentioned, however, I did find that renaming by means of a fan contest is more popular because it also works as a marketing campaign.
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