Many companies along the road from birth to fame and fortune must rebrand a time or two to recapture the public’s trust and positive image of the company and the products or services they sell. There are many reasons that a company may decide it is time to rebrand, a list was posted on mediatoolbox. Be cautious though, rebranding can cause a company to make a remarkable comeback, or have them filing for bankruptcy.
Signs that it is time to rebrand:
- To keep up with the times
- A brand is too old-fashioned
- In response to fierce competition
- Customer dissatisfaction
- Handling dramatically changing prices
- Universality-not even brands work universally
- A result of mergers and acquisitions
- To start a change in direction, image or strategy
- When there are new products, opportunities and innovative mediums
Some companies have done such a good job at rebranding; some of us have had our long-term memory erased and no longer recall their old branding. Let me call your attention to some of the most successful rebranding campaigns of the past 30 years.
Some people probably would be shocked to find out that the famous and quality Harley Davidson motorcycles were once a good name with a poor product. That is until they redesigned their motorcycles and came back stronger than ever.
How about the chic Burberry plaid touted by Emma Watson and Kate Moss? Yep, this brand was once considered to be gang wear, and was even banned from 2 pubs in Leicester to keep out potential hoodlums. In 2001 the creative director redesigned the label to be a mix of modern and classic looks and used these two celebrities to lead Burberry to become one of the hottest fashion labels.
And we certainly cannot forget McDonalds. McDonalds used to be extremely unhealthy and super-size driven, so much so that many people refuse to step foot into McDonalds’ greasy doors. But if you’ve been to a McDonalds within the past 5 years you would know that McDonalds is more like a classy new age coffee shop than the greasy American burger joint it started out to be. And their sales show that this rebranding scheme is working! With healthy options such as fruit, wraps and salads, McDonalds is on the rebound. McDonalds is even temporarily redesigning their packaging for big cities like London and Paris for Fashion Week with fashion designer labels like Burberry. Who ever thought those companies would partner?
And let’s not ignore the latest rebranding hit sensation: Old Spice. Talk about your grandfather’s cologne made modern and hott—with two t’s. Not by changing their product or logo, but by changing the way we view Old Spice—“as the man your man could smell like.†See our past post to learn more.
Many, many very famous companies have gone through rebranding. So if your company is experiencing any of the signs that it might be time for a new branding campaign—take the plunge and learn from the best.