Yahoo announced Monday that after the sale of its core business to Verizon Communications, the leftover assets would placed under a holding company named “Altaba”. A little disappointing, even for the remnants of a once-promising internet giant.
Apparently “Altaba,” comes from two word combined “alternative” and “Alibaba”.
Here are other companies that launched a new name and fell short, revisited by Fortune Magazine.
Tribune Publishing truncated its name to Tronc in 2016, which stands for “tribune online content”.
Google chose childlike name Alphabet for its parent company in 2015.
Gannet, the publisher of USA Today decided in 2015 to spin off its digital media business, making a new name for itself by rearranging a few letters in its name, “a nod to the more than 100 year-old history of Gannett” as CEO Garcia Mortore admitted.
Netflix CEO announced in 2011 that the company would split into two separate entities, renaming its DVD-by-Mail service “Qwikster” in order to reflect the company’s fast delivery. After that, consumers had to face price increases associated with the split. But very quikly the CEO was forced to backpedal.
Philip Morris tried to shed its unhealthy image in 2003 by renaming itself Altria and paired it with a mosaic logo that made no reference to its tobacco-laden roots.