“Yet for as unappealing and clunky as it is to call a company ‘Oath’ — ugh, like listening to Donald Duck try to order breakfast — this isn’t quite the worst rebranding failure in the modern history of corporate marketing.”

Despite the jokes and criticisms, Armstrong remains upbeat.

“Some of the reaction you see to the brand is short-term thinking, and we are a long-term company. We are big believers in brand,” Armstrong told Bloomberg Television. “We developed the brand in-house. And in the last 24 hours we’ve probably gotten $50 million worth of brand marketing for it. Even though it got leaked, it’s turned out to be a huge benefit for us.”