Now, will be legendary dumb. Yes, big companies do stupid things. Some continue to do so. Let's go back to an example used earlier. Overstock.com.
Tried to rebrand as o, o.co. Their name implies they sell only overstock, leftover type stuff. They did, they also sell brand new stuff. Saw a commercial from them last week, literally explaining that they sell new stuff. So in 2017, they still have to explain their name.
vs.
Wayfair. A company that had a bunch of niche sites, went under the name CSN Stores. I know because I had lots of them on my site via affiliate marketing. They consolidated all the stores and picked a new name. You might have heard of them or seen their commercials on TV, Wayfair.
That's what Overstock should have done. Not o, o.co, not doing commercials still explaining their bad name.
Lifetime Fitness is in Overstock territory. Didn't think things thru, somebody high up is not that smart. Actually many people for it to get this far.
And it's funny seeing people, I can tell are either lying or just have no clue whatsoever on marketing, thinking this was a good move.
Found the commercial, staying with a name that is holding them back.