"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."
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