Three recent announcements illustrate an interesting trend of "rebranding boomerangs", companies going back to their original name years after a rebrand:
Business Insider: Online news source Insider, which decided to ditch its attempt at being a generalist news hub and return to its comfort zone, reverted back to the name Business Insider. Barbara Peng, the new CEO, shared with the Wall Street Journal that “the rebranded Business Insider will also put more emphasis on serving and attracting subscribers than generating traffic through social-media platforms.”
Hill+Knowlton: PR firm Hill+Knowlton Strategies dropped "Strategies" to return to its original name, Hill+Knowlton. H&K had repositioned as Hill+Knowlton Strategies following its merger with corporate and public affairs firm Public Strategies, a common naming approach to blend the two name. At the time the rebranding was designed to reflect an increased emphasis on strategic communications advice that has a measurable impact on its client’s business objectives.
TNA: Impact Wrestling announced it is returning to its iconic TNA Wrestling name in January 2024. TNA Wrestling originally launched in 2002 as NWA: TNA before ditching the NWA part of its name in 2004. In 2017, the company was fully rebranded as IMPACT Wrestling and for a handful of months, was known as Global Force Wrestling. President Scott D'Amore explained the decision to go back to the TNA Wrestling name: “We still hear the ‘TNA’ chants wherever we go. Fans have longed for TNA Wrestling, so that’s what we’re bringing back in 2024: TNA Wrestling, we’re back!” It seems fans were vocal about wanting the wrestling equivalent of a throwback jersey.
