Can changing the name and image really revive a struggling brand? The answer is yes, to a large extent. However, the research has shown that once a company’s image becomes an issue, it is indicative of a lot more problems than just the surface level. However, some companies did not implement slight changes in their branding; instead, They tried something daring with failed rebranding endeavors that changed the manner in which they visually launched themselves to the public.
These branding transformations stood as a way to survive, reviving their products and finding new ways to relate to audiences. In this article, we will discuss nine inspiring cases of companies that won with a risky rebranding initiative.
Table of Contents
- When Is It Time to Rebrand?
- 9 Instances When Branding Overhauls Resurrected Dying Businesses
- Conclusion
5 Signs It’s Time to Rebuild Your Brand
Branding is not a decision that should be made lightly – it is a significant move in your brand strategy. But when done right, it has the potential to provide that struggling business with the shot in the arm it needs. Are you stumped about whether your business branding could use a little rebranding? Here are five clear signs it might be time to consider a rebrand:
1. Your Offerings Have Evolved
If your business is in the middle of diversification of your product or service lines, your brand should follow. When the branding that you use does not fit with what your company offers, then you need to change. Your brand should always match your mission and your products and services to capture the attention of your target clientele.
2. The issue with Standing Out is that it is becoming more Difficult.
For your brand to be invisible in a particular market niche or be perceived as something different from what you indeed are is unhealthy. As with Slack’s hashtag logo, which many people confuse with the actual social media site, ensure that your logo reflects what your brand is in a simple and understandable way. Perhaps rebranding can assist in establishing what makes you different from the others.
3. Reputation Needs a Reset
Sometimes, a brand can become associated with negative connotations, and for some reason or another, it is associated with the wrong company. It means that a fresh and progressive brand image can act as the means for minimizing the connection with these problems and redesigning how others interact with your company.
4. Your Audience is Changing
Perhaps your current target audience is not as responsive as it once was, or there are opportunities that can be realized by targeting an entirely different crowd. This is where the role of rebranding comes in, as it can bring your company closer to your target audience, whether they are current clients or just potential.
5. You’ve Been Left Behind
Trends come and go, and if the brand you are associated with no longer seems fresh, then there may be a problem. Styling your business premises in a manner that is out of date is a sign that your business organization is outdated. It is possible to over-correct for trends based on current fashion, but there are many cases where giving your brand a contemporary update can be helpful without practically reinventing a logo.
1. Apple (Late 1990s)
Apple’s Decline:
In the mid-nineties, the company was on the brink of getting off Apple’s/board’s computation. For a period of time, the company became weak, releasing ugly, unliked products while such companies as Microsoft excelled. Apple wasn’t getting it, and sales were the proof.
The Turnaround:
When Steve Jobs returned in 1997, he did more than merely adjust or refine the brand – he repositioned it. The “Think Different” campaign unveiled a fresh communications theme based on creativity and invention. In parallel to this, Apple’s products were becoming elegant, intuitive, and becoming image symbols, beginning with the iMac.
The Result:
That rebranding brought Apple back to the sunny side of the hip. By cutting all but the essentials and innovation, Apple returned to being a technological giant. Products that include the iPod and iPhone boosted their stature and made them among the biggest valuable businesses across the globe.
2. Old Spice (2000s)
Old Spice’s Problem: Old Spice deodorant was in trouble because it had a rather negative image for men. It was suggested that the brand no longer has much appeal to younger men at all. Its products were typically related to senior citizen age groups.
A Fresh Take: Old Spice, in the early part of the 2000s, sought a new image through sharp and funny adverts. The known “Smell Like a Man, Man” ad campaign turned over-the-top comedy to attract young men and even women who purchase products for their male counterparts.
The Outcome: This curious ad campaign was nothing short of the hit that Old Spice became overnight. Sales increased, and what could have been termed as an old and out brand had evolved to become associated with confidence and humor to win over a new legion of consumers.
3. Burberry (2000s)
Burberry’s Struggles:
It was now just another ‘luxury’ brand, far from what it used to be, representing the best of British. The brand had lost some visibility, and the imitations of classic checks also appeared, which damaged the premium image of the brand.
The Revival:
In particular, CEO Angela Ahrendts and creative director Christopher Bailey, who took Burberry’s reins, established the company’s intention to bring back luxury connotations. They limited themselves to the checkered fabric, shifted their accent on the high-end collections, and increased talk about the brand’s British origin.
The Result:
The strategy of rebranding was effective. Burberry chipped away all the grounds and became a prominent luxury brand with an enhanced sales regime in addition to reinstating its fashion icon status. This shifted the focus on quality and exclusiveness as well, and the heritage came back with a vengeance and brought back lost prestige.
4. Lego (Early 2000s)
Lego’s Struggles:
By the beginning of the year 2000, Lego was in serious financial trouble. The toy company had never evolved with the increase in consoles and online games, and it was producing toys that children no longer wanted.
The New Approach:
Lego chose to provide a correct trend of concern through diversification away from physical sets. Video games, activities in theme parks, and films such as The Lego Movie all emanated from the core values that acted as the foundation of the company.
The Impact:
The shift made Lego socially relevant again for kids and adults. The brand continued to expand and now interacted as a multimedia product; the Lego Company is not just a toy company—it is much more.
5. McDonald's (Mid-2000s)
McDonald's Problem:
The problem is that McDonald's began to lose sight of the customer. Healthy-conscious consumption pattern was the other struggle that challenged the company's image associated with junk foods. The public was shifting towards healthier products, and fast food, particularly that offered by McDonald's restaurants, is not healthy.
Rebuilding the Brand:
Another change in the marketing strategic plan is that McDonald's improved its menu, offering more health-conscious food items, and upgraded its outlets to make them look more contemporary and welcoming. The "I'm Lovin' It" campaign was then extended to re-establish the brand's connection to its traditional consumer base and simultaneously appeal to the newer generation.
The Result:
McDonald's was effectively rebranding itself as a less unhealthy and more accommodating company. Sales started to rise again, and the brand returned to its former position as a market leader in fast-food production.
6. Domino's Pizza (2009)
Domino's Struggles:
That negative impression reached its peak in 2009 for Domino's pizza company. They also pointed out the fact that customers were unhappy with the taste and quality of its pizza product and, therefore, sales.
A Bold Move:
Domino's did the most out of the ordinary it could: It admitted its errors. In the "Oh Yes We Did" campaign, the company did not deny these criticisms; instead, it launched a new pizza recipe. The change of image also prominently shows the measures that Domino's was taking to the change.
The Turnaround:
This honest approach paid off. Consumers were able to acknowledge the honesty of the brand, and the new recipe was a success. Domino's future sales increased, and its ranking increased among the most popular pizza shops in the world.
7. Marvel (Late 1990s)
Marvel’s Crisis:
the end of the 1990s, Marvel stood right on the edge of a precipice at best. This social media was run before the company went bankrupt and was trying to survive at that time. Although Marvel had a tremendous selection of blessed heroes, the poor management and the extent of the decrease in the circulation of comic books had brought the company to criminality.
The Big Change:
Marvel almost went out of business before it decided to forge its own movie studio. Unlike many other comic book brands, Marvel began the MCU with Iron Man in 2008 after a shift from licensing agreements. Through such a new concept, the brand tried to portray a fresh, more contemporary approach to such a genre as superheroes.
The Payoff:
The MCU was a game-changer. Marvel gradually became a powerhouse entertainment company, with all its movies earning billions across the globe. In addition to extending the theatrical life of comic-book characters, the MCU improved comic book and merchandise sales, as well as the value of the brand.
8. Nintendo (2000s)
Nintendo’s Struggles:
The company was struggling to compete with Sony’s PlayStation or Microsoft’s Xbox. Although it was dominating the gaming industry some years back, it was gradually losing touch with young individuals who considered themselves gamers.
The New Direction:
However, with the release of Wii in 2006, Nintendo acted in a rather unconventional manner. Instead of marketing towards just the typical ‘gamer’ or ‘geek,’ with the Wii, Nintendo went for families and children of all ages through innovative and diverse motion-plus technology and INTUItive controllers. Specifically, the messaging associated with the brand focused on fun fitness, as well as the overall variety of clients.
The Outcome:
The Wii to date is one of Nintendo’s largest-selling consoles, with over one hundred million consoles sold globally. Nintendo’s new thinking strategy in gaming made the company regain its market share and become an important player again.
9. Airbnb (2014)
Airbnb’s Challenge:
Certainly, with the growth of Airbnb, several problems, among which were trust and brand reputation, appeared. Some of the potential consumers were apprehensive about renting a room in somebody else’s house, and the brand had to carve a niche out of hotels.
The Refresh:
In 2014, the company replaced its original logo with a new one, along with a brand message that referred to belonging to a community. The new design is called the “Bélo” symbol and was meant to signify the principles of openness and sharing. There was also relative diversification as the company increased its focus from offering hotel and related services to delivering memorable travel experiences.
The Result:
Airbnb's rebranding allowed the company to extend its image beyond that of just an online platform for renting a room. The brand was infused with such values as openness, the pursuit of community, and so on; therefore, it expanded across the globe and has millions of users.
Conclusion
Strategic rebranding is not to be underestimated, as it is a powerful tool. To these companies, a modern outlook on their marketing was the only way they could stand a chance in a competitive market. Through product differentiation, new messages, or even new visual identity, these companies prove that if proper brand management is done, even a highly declining business unit can be revived.
But then again, not all rebranding campaigns meet intended goals. A prime example is the horrors of failed rebranding: the Tropicana case, where wrong decision-making led to the company’s redesign and caused a huge decrease in sales and customer loyalty. This shows that research and checking a few times before rebranding is very important because the experience, both negative and positive, can help organizations and businesses wanting to rebrand while seeking to maintain consumer confidence.
