Rebranding: 5 Fails and 5 Triumphs and What We Can Learn from Them
10 Tales of Rebranding Success and Fails — How to do it the Right Way?
Have you ever had to squint at your cracked phone screen, longing for the sleek touch of a newer model? We’ve all been there! But unlike new phones, brands don’t get shiny upgrades with the click of a button. Instead, they get a rebrand, where they ditch their dusty image for a fresh, confident strut.
But do you need it?
And how do you avoid-cringe worthy flops?
Before we dove into the thick of it, let’s witness brand reinventions that redefined industries and blunders that will make you scream, “what were they thinking?”. By the end, you’ll know if your brand needs a makeover or rocks its look with pride.
Forget Marie Kondo. It’s time for some brand KonMari!
Rebrand Wins: From Dinosaurs to Diamonds
Remember that childhood toy you once adored, tucked away in the attic gathering dust? Brands face that too, sometimes clinging to outdated identities until their audience screams, “Upgrade please!” But some brands take the plunge, shed their past skins, and emerge as radiant butterflies — case in point, our Rebrand Wins Hall of Fame!
1. Dunkin’ Donuts to Dunkin’:
Say goodbye to sugar-glazed dinos and hello to the coffee king! Dunkin’ Donuts ditched the “donuts” in 2018, acknowledging their expanding beverage menu and attracting a younger, on-the-go crowd. Sleek logo, catchy tagline (“America Runs on Dunkin’”), and streamlined focus on coffee — this rebrand was a latte success, boosting brand awareness and sales.
2. Tupperware from Housewife Hero to Eco-Innovator:
Remember those brightly colored plastic containers your grandma swore by? Tupperware knew it needed to shed its 1950s housewife image and appeal to a modern, sustainability-conscious audience. Enter their 2018 rebrand: cleaner logo, focus on eco-friendly materials and reusability, and partnerships with environmental groups. Boom! Millennials hopped on board, and Tupperware’s sales soared.
3. Domino’s Pizza Shame to Gourmet Game:
Ever heard of “Domino’s shame”? Yep, their pizzas used to be synonymous with cardboard crusts and questionable toppings, and had just a 9% market share. So, in 2009, Domino’s admitted their flaws, revamped their recipes, and launched a self-deprecating ad campaign. The result? A complete brand turnaround! Domino’s became the pizza underdog everyone rooted for, and their sales skyrocketed.
4. Lego Bricks to Boundless Creativity:
In the early 2000s, Lego faced stiff competition from video games. So, they shifted their focus from just bricks to storytelling and imaginative play. The “Clutch Power” campaign emphasized the boundless possibilities of Lego, inspiring a new generation of builders and boosting their market share.
5. Eir Insurance Giant to Humanized Hero:
Forget boring suits and endless paperwork. Eir, a Norwegian insurance company, rebranded in 2019 with a focus on empathy and emotional connections. Their heart-warming ads told stories of real people overcoming challenges, while their logo embraced soft colors and a friendly mascot. The result? A more relatable, humanized brand that resonated with customers and saw their brand loyalty soar.
Rebrand Fails: When Good Intentions Go Bananas
Remember that awkward teenage haircut experiment that still haunts your yearbook photos? Brands can have those too, except theirs play out on a global stage. We’re venturing into the Rebrand Desert, where good intentions wither under the scorching sun of marketing mishaps!
1. Twitter to X:
Twitter’s name change to X has sparked considerable controversy. Fans fear losing the iconic brand identity synonymous with social commentary and breaking news. A name change without a clear purpose and need can alienate loyal users and damage brand recognition — a risky desert trek indeed.
2. Gap’s Bland Bandit:
In 2010, Gap attempted a modern logo facelift, ditching their iconic blue box for a minimalist sans-serif font. Unfortunately, the result was a generic, forgettable design that lacked the brand’s playful personality. Sales plummeted, proving that sometimes, less is just…worse.
3. Pepsi’s Pop-Fizz Fizzle:
Remember the 2009 Pepsi logo “refresh”? Me neither. The overly complex design confused consumers, clashing with Pepsi’s bold, youthful image. This branding blunder proved that overcomplicating a classic can backfire, leaving an unsatisfying aftertaste.
4. Tropicana’s Tangled Twister:
In 2009, Tropicana ditched their sun-kissed orange image for a generic minimalist design. Consumers were outraged, missing the brand’s signature warmth and freshness. The rebrand resulted in a $30 million loss, proving that messing with an iconic symbol can turn customers sour.
5. Burberry’s Beige Bonanza:
The British luxury brand took a sharp turn towards “modern minimalism” in 2018, replacing their signature tartan with a bland beige and black color palette. Fans cried foul, missing the heritage and heritage of the iconic checks. This beige bonanza proved that chasing trends can erode a brand’s unique identity, leaving customers feeling lost in a sea of sameness.
Rebranding Lessons
Time to unpack what we can learn from these 10 rebranding triumphs and blunders, and turn them into shiny treasures for your own branding journey. Here’s the lowdown:
1. Know your audience:
Before leaping into change, understand your customers’ perceptions and desires. A logo they hate is a recipe for disaster. (See Gap’s minimalist misfire)
2. Don’t fix what ain’t broke:
Classic brands hold power. Mess with iconic symbols like Tropicana’s orange or Burberry’s tartan at your own peril.
3. Be clear on your “why”:
A rebrand needs a purpose beyond aesthetics. Is it about expanding your market? Attracting a younger audience? Having a clear goal keeps your ship from drifting in the branding ocean.
4. Less is more (sometimes):
Don’t overcomplicate your redesign. Pepsi’s cluttered logo proved even a refreshing drink can get muddled with too much stuff.
5. Honesty is the best policy:
Like Domino’s, admitting flaws and embracing self-deprecating humor can win hearts and build trust. Remember, people connect with authenticity.
6. Evolution, not revolution:
Change with the times, but maintain your brand’s core essence. Lego did it brilliantly, shifting from bricks to storytelling while preserving their playful spirit.
7. Test, test, and test again:
Don’t unleash your rebrand blindly. Gather feedback from diverse audiences before setting it loose on the world.
8. Be brave, but calculated:
Taking risks can pay off, but avoid reckless leaps (like Twitter’s name change). Do your research, be strategic, and don’t gamble with your brand identity.
9. Remember, brands are living things:
Your rebrand isn’t a one-and-done deal. Monitor its impact, refine your approach, and keep evolving alongside your audience.
Mamsys Rebrand: The Why?
At Mamsys, we have recently gone through a rebranding exercise ourselves. We’ve used all the knowledge and lessons we’ve learned from these rebrands to formulate a new brand image.
After all, the psychological impact of a rebrand cannot be ignored. A fresh image provides employees and stakeholders with a blank canvas to work on, ultimately boosting creativity and fueling innovation.
Here’s why we decided to rebrand our Company:
- To Maintain an Edge over Competition: In a competitive business environment, rebranding helps us stand out and remain competitive. Mamsys decided to rebrand to differentiate itself from its competitors and spread relevant brand image to its target audience. The new brand aims to strongly showcase the personality of Mamsys — Sure-footed, Innovative, Dynamic, Futuristic, Professional, and User-centric.
- To Reflect Growth and Evolution: Brands need to adapt to survive. As we watched Mamsys grow and evolve into a multispecialty powerhouse, the brand image must reflect these changes. This rebranding signifies the Mamsys’ development, new directions, or expanded capabilities. The new brand serves as a reflection for professionals seeking efficient solutions, tech enthusiasts embracing AI, and companies looking for modern, scalable tech solutions.
- Building Stronger Connections with Customers: Rebranding helped Mamsys strengthen its relationship with existing customers and attract new ones. It is all about making the brand more relevant and engaging to its audience worldwide in 2024! With the rebrand, we aim to present ourselves as a Friendly, Adaptive, Responsive, Diligent, Productive, and Always Available company, ensuring user empowerment.
The Bottom Line
In the end, it’s vital to remember that rebrands are tough and can significantly affect your business. Not every brand needs a complete overhaul.
If you want to know what we at Mamsys do, please check us out!
AND REMEMBER,
A rebrand isn’t just a new coat of paint. It’s a caterpillar shedding its chrysalis to become a butterfly, revealing a deeper evolution and purpose.
