What Is the Worst Rebranding Ever?

Many of the really bad ones get quietly backed out after a while, and people tend to forget about them (I expect this will happen with Twitter, should it survive).

Personally, I enjoy Consignia: https://www.independent.co.uk/news/business/news/humbled-con...

I'm not sure there's ever really been a particularly successful name-based rebrand of a consumer product.

Coca Cola tried to modernize their logo in the early 2000s and reverted back due to customer uproar

Borland -> Inprise

https://en.wikipedia.org/wiki/Borland

Facebook -> Meta

Time Warner AOL