"When Overstock.com announced it would pay $21.5 million
for the recently shuttered Bed Bath &
Beyond chain—renaming itself earlier this month—its share price instantly soared around 65%, adding roughly $600 million to Overstock’s valuation. It may go down in marketing history
as one of the most successful rebrands of all time," per Fast Company
. "In fact, it can be considered a case study of sorts—one that’s hard to duplicate, but instructive
nonetheless.Step one for an effective brand do-over: Start with a bad brand. The name 'Overstock' suggests bargains, but it also strongly suggests a liquidator."
Read the whole story at Fast Company »