Changing names takes courage

What was eBay’s first name? 10 successful rebrandings explained

Image: Kristian Egelund

Building a brand takes time, effort, money, and a lot of other things. That’s why, when someone throws everything overboard and starts again with a new name, more than a few eyebrows are raised. Sometimes these kinds of decisions are reversed. Prince changed his by-then household name to a symbol that no one knew how to pronounce—and later returned to being Prince. But sometimes, these name changes are successful. Take a look at the following ten examples of now-famous brands and their previously, often not-so-great, names. Did you know any of them?

Image: Giorgio Trovato

No one would argue that a name like AuctionWeb is more descriptive than eBay, right? Still, the online auction juggernaut’s founder, Pierre Omidyar, decided that eBay was a better fit. In 1997, he officially changed the company’s name and began advertising the website on a massive scale.

For some reason, Omidyar initially wanted to buy the echobay.com domain, but it was already registered by a Canadian mining company. Dropping the "cho" led to the name eBay.com.

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Image: wu yi

Everybody knows Nike, the global sportswear giant. But in its humble origins, it went by a different name: Blue Ribbon Sports. The brand had a distribution deal with Onitsuka (now Asics), a Japanese company. When that partnership ended, Blue Ribbon Sports changed its name to Nike, after the Greek goddess of victory.

Its famous "swoosh" logo was introduced at the same time. Carolyn Davidson, a design student, charged $35 for the logo, although Knight eventually gave her 500 shares of stock in 1983.

Image: Muhammad Asyfaul

Confinity was founded in 1998, originally aiming to develop security software for handheld devices, but it quickly transitioned to the digital payments market. The team began developing a digital wallet, which allowed users to store and transfer money electronically.

After merging with Elon Musk’s online bank, X.com, in 2000, the company was rebranded as X for a short time and later became PayPal.

Image: Jaimie Harmsen

Early internet users will remember the days when Yahoo! was the go-to search engine before Google. But even before that, founders Jerry Yang and David Filo—then students at Stanford University—created a website called Jerry and David’s Guide to the World Wide Web. It served as a directory of websites organized hierarchically, rather than as a searchable index of pages.

Thinking the name was too long to remember, they renamed the site Yahoo. Since the word "Yahoo" was already trademarked, they added an exclamation mark, creating Yahoo!.

Image: Aleks Dorohovich

In case you haven’t noticed, the full Kentucky Fried Chicken name hasn’t appeared in the brand’s official identity for quite some time. Founded by Colonel Harland Sanders in Corbin, Kentucky, the company became a fast-food behemoth that popularized fried chicken worldwide.

In 1991, the brand officially adopted the shorter KFC, a name it was already widely known by. Kyle Craig, president of KFC U.S., admitted the change was partly an attempt to distance the chain from the unhealthy connotations of the word "fried."

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Different name, same concept—that could sum up MatchBox’s rebranding as Tinder. The original app launched at a hackathon in 2012, but the team soon realized the name was too similar to Match.com. They rebranded as Tinder, shifting the imagery from a box of matches to the small pieces of wood used to start a fire.

The company’s flame-themed logo remained consistent throughout the change.

Image: Alexander Shatov

Noah Glass developed a startup called Odeo as a platform for podcasting, but the venture hit a major setback when Apple announced that iTunes would include its own podcasting service. One of the employees then proposed an idea focused on "status"—short updates about what people were doing at a given moment.

This idea became Twitter, initially called Twttr, a service where you could text one number and have the message broadcast to all your friends. Years later, after acquiring the company, Elon Musk rebranded it simply as X.

Image: Mathias Reding

Every day, a sandwich shop is born somewhere in the world. In 1965, 17-year-old Fred DeLuca opened a sandwich shop to help pay for medical school, using a loan from Dr. Peter Buck, a family friend. In gratitude, he named it "Pete’s Super Submarines."

As the brand grew, the name was shortened to Pete’s Subway, and by the 1970s, the "Pete’s" was dropped altogether. According to one theory, the change was partly because "Pete’s Submarines" sounded a lot like "Pizza Marines" when advertised on the radio.

Image: Christian Wiediger

Before settling on Amazon, Jeff Bezos toyed with several names for his online bookstore, including "Cadabra" and "Relentless." He even registered Relentless.com, which still redirects to Amazon today.

Bezos wanted a name starting with "A" to appear early in alphabetical listings, and he was drawn to the Amazon River—vast, powerful, and world-famous. The choice was made, and the rest is history.

Image: Deeksha Pahariya

Everybody knows Instagram, the ubiquitous photo-sharing app that invaded every nook and cranny of the Earth with smartphones and selfie sticks. But before it became the photo-sharing giant we know today, Instagram started life as Burbn—a check-in app inspired by Foursquare, with extras like gaming and photo sharing

Founders Kevin Systrom and Mike Krieger noticed that users overwhelmingly favored the photo feature. They stripped away the rest, rebranding as Instagram—a blend of "instant" and "telegram."

Figments of the imagination

Abandon ship! 12 mysterious islands in fiction

Image: Jad Limcaco

Whether idyllic or dangerous, mapped or mysterious, fictional islands make us want to get on a boat and become castaways. Cinema, television, and literature have allowed us to discover countless exotic lands that, despite being invented, are still fascinating. From Atlantis to Neverland, discover 12 fictional islands that, although they never existed, have earned a well-deserved place on the maps of world culture.

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The legendary island of Atlantis is arguably the inspiration for many of the other islands listed in this article. It first appeared in Plato’s writings and was described as a naval empire that ruled all Western parts of the known world. Since then, Atlantis has become an allegory for lost civilizations and has been depicted in literature, films, and television shows many times.

Although nowadays everyone agrees on the story's fictional nature, there is still a debate on whether a real place influenced Plato. The search for it has attracted the attention of fictional heroes, but many real-life archaeologists and explorers have also devoted much time and effort to the quest.

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A tale of pirates and treasures buried in the sand, Robert Louis Stevenson's novel laid the groundwork for the Caribbean island archetype —beautiful, exotic, and deeply wild— that other writers and screenwriters would later replicate for decades.

In addition to the numerous film and television adaptations, the characters, setting, and events of this novel have greatly influenced modern imagery of pirate fiction, including schooners, treasure maps marked with an "x," and one-legged sailors with parrots on their shoulders.

Image: Dave Harwood

Isla Nublar and Isla Sorna are two islands supposedly located west of Costa Rica in the Pacific Ocean that serve as the main setting in the novels and film adaptations of Jurassic Park. However, for the film version, Steven Spielberg used the Hawaiian island of Kauai as a stand-in for the fictional islands.

On Isla Nublar lies the zoo that houses the genetically engineered dinosaurs created by John Hammond and the InGen Corporation. On Sorna, on the other hand, the dinosaurs are on the loose. Fun fact: Isla Nublar is perhaps the only island people can actually visit —so to speak— since there’s a replica at Universal Islands of Adventure in Orlando, Florida.

Image: Michael

Odysseus visits countless islands during his great journey back home: the island of the nymph Calypso and the beautiful sorceress Circe, the island of the Lotophages, the island of the Cyclops, and the island of the gigantic Lestrygonians, among many others. However, the one that stands out the most in the work of the Greek poet Homer is Ithaca, home to his beloved Penelope and his son Telemachus.

Although there is an island of the same name in Greece, Homer's Ithaca is a figment of his imagination. The author describes it as a rocky island, unsuitable for horse breeding but rich in wheat, vineyards, and pastures.

Image: Hanson Lu

Skull Island is a fictional island lost in the Indian Ocean, somewhere off the coast of Sumatra. In the center of the island stands a huge rock that resembles the shape of a human skull, from which it gets its name.

Skull Island is the home of King Kong, several other prehistoric species of creatures, and a primitive human society. It's the main setting of three major films and a pseudo-documentary about the island's animal life.

Image: JCK5D

This idyllic island lost in the middle of the ocean appears in the works of Thomas More. Utopia is an example of the perfect state where its inhabitants enjoy physical and moral well-being. Utopia literally translates as "no place", coming from the Greek οὐ ("not") and τόπος ("place").

Inspired by the fantastic narratives of the New World, More imagined an island created by the people, a crescent-shaped belt of land, housing 54 city-states all of equal size where religious freedom is celebrated and private property is condemned.

Image: Olga Subach

"The Island" is the major setting of the popular six-season-long television show Lost. This particular fictional island is not only a remote and mysterious place, it also serves as a character.

The Island has mysterious powers that can go beyond its geographic location. It is difficult to find and can apparently "move" through an unknown process. This place is so incredible that it features time travel, slave ships, supernatural monsters, large deadly animals, hidden treasures, scary scientists, supervillains, references to antiquity, and more. In short, a combination of various aspects of the other islands on this list rolled into one.

Image: Hoodh Ahmed

Deserted islands are often a metaphor for human isolation. This thesis is more than proven in Life of Pi, a best seller and famous film about a boy who must survive a journey back to civilization accompanied by a Bengal tiger.

The island in Life of Pi is hauntingly beautiful at first glance, with jungles, meerkats, food, and drink. However, it soon reveals itself to be carnivorous, feeding on its own inhabitants and reminding Pi that excessive comfort can also be dangerous.

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The book The Mysterious Island was a sequel to Jules Verne's famous Twenty Thousand Leagues Under the Sea and In Search of the Castaways. In this story, five men, Northern prisoners during the American Civil War, find a way to escape thanks to a hot air balloon. After several days suspended in the air due to a hurricane, they finally land on an island they name Lincoln, in honor of Abraham Lincoln.

While on the island, thanks to the protagonist's knowledge in the fields of physics, agriculture, and chemistry the group are able to sustain themselves. When they find a message in a bottle a whole host of adventures ensue.

Image: Greg Rakozy

Neverland is a fictional island described in J. M. Barrie's fantasy play and novel Peter Pan. Remote and exotic, on this island children don’t grow up and live without rules or responsibilities, spending most of their time having fun and living adventures.

Neverland is home to the Lost Boys, fairies, fearsome pirates, Indians, mermaids, and other fantastic creatures that inhabit the jungles and deep waters. According to the legend, if you want to reach Neverland, you must fly to the top of the sky and turn to the second star on the right, flying until sunrise.

Image: Tom Winckels

While some islands offer sun, beaches, and a warm climate, not many can boast a community of wild human-beasts created by a mad scientist. The island of Doctor Moreau, or Noble Isle, as described in the original book by H.G. Wells, is an isolated piece of land populated by animal-human hybrids trying to find a balance between their social principles and their animal nature.

Multiple film adaptations of this story, and the whole notion of animal experimentation by a mad scientist, serve as a definite precursor to Jurassic Park, and probably a few of the storylines in Lost.

Image: Nenad Radojčić

Mr. Roarke, an enigmatic host at a luxury resort on a mysterious island somewhere in the Atlantic Ocean receives people who arrive by seaplane, upon payment of US$50,000, to make their most extravagant dreams and fantasies come true.

Although not fully described in the television series aired from 1977 to 1984, on this island some fantasies have to do with the real world and others have mythological elements. Whatever the case, there is always some mystery, illusion, and wizardry involved in the plots.