Branding Fails: Lessons from Failed Companies

Here’s a breakdown of the text provided, focusing on the key​ points about the Eircom/Eir⁢ rebrand:

Main​ Points:

Eircom’s‌ rebrand to Eir (2015): ⁤ This was described as the most expensive rebrand in Irish corporate history.
Extensive⁢ Rollout: The rebrand involved a massive overhaul: new uniforms, vehicles, stores, and a huge advertising campaign (TV, radio, posters).
Logo Issues: The new cursive, ⁢lowercase logo clashed with standard media style guides (capitalizing proper nouns), causing friction with media outlets.
Meaningless Name: The author finds the name “Eir” to be bland and lacking in meaning.
Eircom’s Original Name: “Eircom” (1999) was considered a​ clever combination of “Telecom Éireann” and the “dot.com” trend.
Negative Association with Eircom: The original name became tarnished due to a share price collapse, multiple ownership changes, debt, and examinership.
Fast Rebrand: The ‌entire rebranding process⁢ was remarkably quick, completed in just 16 weeks.
Comparison to X (formerly Twitter): The‍ article draws a parallel to the ‍current situation with ⁣X,noting that the new name still requires qualification with its former identity,suggesting a lack of brand recognition​ or appeal.

In essence, the article presents‌ a ⁣critical view of the Eir rebrand, arguing that while the old name had become⁢ problematic, the new name failed to resonate and was‌ implemented too‍ quickly without sufficient consideration for its impact.