A Second Rebranding
State politics aside, Amway had a bigger group of people to win over, those who voted with their pocketbooks—consumers. The Quixtar name change in North America proved confusing to many of them. When consumers wanted to visit the Web site, most of them typed www.amway.com. The Quixtar name had never really caught on, and even eight years after leaving it behind, the Amway brand was stronger than the company realized.
Even Steve Lieberman, now the managing director of Amway Global, had never heard of Quixtar when a recruiter told him about a job opening there. “I said, ‘Quixtar? I’ve never heard of Quixtar,’” Lieberman recalled. “So I went on the Internet and went, ‘Oh, it’s the old Amway company.’ I didn’t know they still existed.”17 Doug DeVos said that the company’s research found that Quixtar had a recognition rate of 3 percent, while Amway’s recognition rate was 76 percent. “We thought, well, if we’re going to build a brand, build the brand that everybody knows,” he added. “It’s going to be much more successful and cost a lot less and happen a lot faster.”18
The second rebranding—or retro branding, as Steve Van Andel called it—was to take place gradually and dovetail with Amway’s 50th anniversary in 2009. Building awareness of the Amway brand would take a massive advertising and public relations effort, neither of which Amway had done much of because in the past it didn’t advertise. “The public audience pretty much thought we had disappeared,” Steve explained. ...