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

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. Just ask the frozen food delivery service previously known as Schwan’s, which made its last delivery this past week. Founded in 1952, Schwan’s was...