Rebranding mistakes are easy to make. This cartoon of Tom Fishburne about rebranding brought me memories of my time as Director of Research for Blockbuster Online when we launched a service called Blockbuster Total Access.
This service not only allowed you to rent movies online but also you could exchange online rentals for new movies at the store. The cool part was that you had movies to watch while waiting for new movies to arrive by mail.
Understand You are Not The User
As part of the launch, we decided to redesign the envelope used to send movies by…