Zero Credibility

Netzero made headlines by providing free Internet service. They spent millions on Superbowl ads a few years back promoting your rights to free Internet access. The name made sense and was a perfect fit- back then. Now they charge a minimum of $9.95 a month for Internet service, and have charged for their service the past few years. Why did they not change their name? Not only does it not fit, it is a reminder of how they have not lived up to all the promises they made. This is a good case of how NOT to brand.