Bye, bye Amway Global ….

…. Hello Amway! It’s been more than 3 years since I revealed (or at least hinted!) that Amway was going to be retiring the Quixtar name and more than 2 years since the transition to Amway Global became public. It seemed clear to me at the time that the “Global” suffix had been added to help placate IBOs who weren’t happy with the transition – to try to make them feel part of something “new” and “bigger” rather than stepping back into the bad old days. It seemed obvious to me the company would later transition to the simpler (and global!) “Amway” name. Still, there were IBOs who vehemently denied this and claimed Amway Global (which, ironically, was only ever Amway North America, not global) would never be called just “Amway”.

Well, they were wrong. In a message out to all IBOs this week, they’ve announced the transition from Amway Global to Amway.

Amway Global transitioning to Amway name in North America

Starting September 1, our name becomes Amway

Earlier this year, we let you know that our market research findings indicate our national advertising campaign has been successful, and the awareness and favorability of the Amway name continues to grow steadily in North America. Now is the right time to transition from Amway Global to Amway since:

• Net favorability for Amway has increased significantly since 2008.

• When consumers visit our website, 80% type www.amway.com

• Consumers who view our television advertising remember the name Amway.

Moving forward with the Amway name aligns us with all other affiliates. This will allow us to leverage the strong advantages of a single global brand.

Bye, bye Amway Global, hello Amway.

PS. My apologies for the dearth of posts lately, I’ve had a string of challenges in the offline world consuming my time.

4 thoughts on “Bye, bye Amway Global ….”

  1. I figured the name would eventually revert back to just “Amway.” I don’t think that will be a problem for those like me that are building a retail-based business. I also don’t think it will be a problem for those that are not deceptive in their business approach toward prospects. Most people surmise that when they are approached about most any unconventional “business opportunity” that it has something to do with direct-selling or e-commerce. Most of them want to know the name of the company up front, and I feel that it is deceptive to give them our own business name. That only delays the answer to the inevitable question. Giving them the run-around only irritates them and decreases the IBO’s credibility. I think if people are so hung up about their misconceptions that they can’t take 45 minutes to get the facts, then it’s their loss.

    1. Yippee! Now we are all really really one in branding 🙂 That makes a difference when we are doing international sponsoring 🙂

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