New Coke was a famous brand failure. eBay is not. Still, the beloved, successful, mammoth-sized auction site has had to navigate some branding twists and turns. That’s where Book of the Week comes in.
Creating Colorful Commerce, The eBay 3.0 Story by Kelly Niland, explains what eBay went through around 2006 when some of its user community began to lose faith. Essentially, this is an interesting case study in book form. Check it out if you’re into branding, business, or customer loyalty. It’s a great example of how eBay’s user community and creative employees rallied together to help eBay retrieve its soul.