What’s in a name? MSNBC, soon to be MS Now, adds to perilous history of the corporate rebrand

MSNBC announced it would change its name to MS Now and revealed a rebrand after it splits from NBC, with its iconic peacock logo, later this year. Illustration: Angelica Alzona/Guardian Design; Photos via Getty Images

The Tropicana Crisis of 2009 underlined the importance of a company’s branding.

In January of that year, the orange juicemaker, owned by PepsiCo, changed the look of its cartons. The shiny orange punctured by a straw was replaced by an almost abstract blob of orange juice.