When Marriott rebranded its loyalty program following its merger with Starwood, the hospitality giant encountered a fair amount of derision from consumers who found the new name, Bonvoy, rather confusing.

The January rebrand elicited reactions such as disbelief that it wasn’t a joke and simply “lol.” Yet the company had to move forward past such negativity, said Scott Weisenthal VP of global creative and content marketing at Marriott International.

Speaking at a panel on rebranding iconic brands at Advertising Week on Tuesday afternoon, Weisenthal noted that he would have been surprised had there not been “negative reaction” to the rollout of Bonvoy, an abbreviation of the phrase “bon voyage.”