Brand News #28: Top 5 Articles on Brands Rethinking Labels

Each week, IDEON scours the web for the best branding stories. Here are this weekend’s must-reads.

Brands Reinterpret Their Labels

This week’s notable stories saw brands from Yahoo to Volkswagen casting their identities in a new light.

Yahoo Informs Investors of Rename, Altaba and Alibaba Takeover

Marissa Mayer set to leave, Yahoo’s various holdings divided — Yahoo

Item 8.01 The Board also determined that, following the Closing, it intends to cause the Company’s name to be changed to Altaba Inc.

After AT&T price hike, Verizon goes after Unlimited users too, with new disconnection threat

Carriers seem to have decided “Unlimited” is not longer a concept they support. — 9to5Mac

After AT&T applied a second price rise in a year, Verizon is now threatening to disconnect those using more than 200GB of data per month.

Facebook Finally Admits It’s A Giant Media Company — Almost

The social network has long resisted the “media” label. But with its new Journalism Project, it just took a big step in that direction. — Fast Company

Ever since it first launched, Facebook has resisted being described as a media company… Still [Facebook] certainly meets Webster’s definition of media: “the means of communication, as radio and television, newspapers, magazines, and the internet, that reach or influence people widely.”

Thinking New: Inside Volkswagen’s Plans to Become Relevant Again

Brand’s Top Marketing Exec Talks Technology, Autonomy and Electric Vehicles — Advertising Age

Volkswagen, which quietly sidelined its “Das Auto” tagline after its emissions scandal erupted in late 2015, was trying out a new two-word phrase at this week’s North American International Auto Show in Detroit: Think New.

How Apple Plans to Take a Bite Out of Netflix and Spotify

Apple is posturing to reclaim lost media ground from upstart rivals. — Fortune

Apple has “been in talks with veteran producers” about buying rights to programs, and has also approached senior marketing executives at movie studios and TV networks about hiring them for its new venture.

Read our sharp, in-depth article on the branding implications of blockchain in our most recent EIDOS.

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