The company formerly known as Tribune Publishing — tronc — is already making headlines, but it's not all positive.

Tronc officially launched Monday, but not everyone is happy with the new name. Social media analytics company Spredfast said that since the tronc rebrand was announced on June 2, almost 75 percent of all social media references were negative.

"What they've done is what you might call the nuclear option," said Josh Feldmeth, CEO of branding agency Interbrand North America. "To rename the company is to suggest that everything has changed. It's interesting that they've taken that approach. A name can only do so much."

It also isn't helping that mentions of tronc videos explaining the company's new direction released on Monday are currently polling 63 percent negative and 37 percent positive, according to Spredfast.

"What a disastrous way to launch," said Mark DiMassimo, CEO and chief creative officer of agency DiMassimo Goldstein. "This could be one for the record books."

James Kelly, John E. Wheeler and Joseph K.C. Forrest must surely be spinning in their graves. They co-founded the Chicago Daily Tribune in 1847. It changed its name to the The Tribune Co. in 1861, and is currently housed in the landmark Tribune Tower on Chicago's famous Michigan Avenue. The company then changed its name to Tribune Publishing in 2014.