Schwan’s, the iconic American food delivery service, shut down. How much was its new name to blame?

In 2022, Schwan’s rebranded as Yelloh. Two years later, the company shuttered its business.

In a fast-changing world, brands may see the chance to update their logos, visual identities, and even names as a shortcut to keep up with the times. But take a rebrand too far and you could lose everything. That’s especially true for long-running brands, which stand to lose valuable brand equity if they jettison too many assets.