Netflix Back Flips on Qwikster
Time to recover lost brand equity.
In another stunning move, Netflix announced today that it was abandoning its move to split websites for its DVD movie rentals and streaming businesses, and dropping the Qwikster name.
As we wrote less than a month ago, previous moves by the company’s management was effectively destroying its brand equity.
While the question of what the Netflix brand stands for still remains, this move today will undoubtedly put the Netflix brand back on firmer ground. Whether they regain the hundreds of thousands of lost customers is another question.
I guess every generation needs to have its “New Coke” moment. Hastings and his senior crew at Netflix have brought us ours, even surpassing the miscues made last year by the Gap logo saga.
What are your thoughts? Is the Netflix brand back on the road to salvation?
Tags: Brand Disaster, Brand Value, Branding, Marketing, Netflix, Reed Hastings
Branding, Marketing, Marketing in the Boardroom, What Were They Thinking? | Steven Howard | 
October 10, 2011 6:22 pm
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