Netflix recently announced the launch of--and even more recently announced the termination of--a new brand name (Qwikster) for its DVD service. The new brand met with widespread resistance and questioning. This article focuses on the costs of Netflix's aborted attempt to launch Qwikster, and also highlights how similar branding mis-steps have hurt firms recently.
- Summary by FizzLaw Team
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Qwikster – the brand that never was