World renowned and successful brands are not immune from making mistakes when rebranding and these famous cases of rebranding gone wrong can serve as powerful educational tools for other organizations looking to rebrand. While there are a myriad of famous rebranding flops to analyze, three of the most famous are: Gap’s logo change in 2009, Tropicana’s redesign in 2009, and British Airway’s tail redesign in 1997. The cases of these three mink fur eyelashes manufacturer present essential lessons for anyone looking at rebranding and should be viewed as a case study of what not to do when implementing a rebrand.Dioea
When GAP announced their rebrand in ’09, they noted the visual change of their logo was a move from “classic, American design to modern, sexy, cool“. The resulting logo looked more like clip art than a logo meant to purvey a new modern mink fur eyelashes manufacturer. Tropicana’s redesign was said to be a “historic integrated-marketing and advertising campaign…designed to reinforce the brand and product attributes, rejuvenate the category and help consumers rediscover the health benefits they get from drinking America’s iconic orange-juice brand.” As one can imagine, the rebrand did nothing but turn the consumer off. Lastly, in British Airline’s case, the company decided to change their look as a part of their 60 million pound corporate re-branding, “they decided to ditch the familiar Union Flag tail fins, in exchange for a number of multicultural designs that represented their passengers and their destinations in order to become ‘the undisputed leader in world travel’.” For British Airlines, and for the other two brands as well, consumers lashed back in record timing and the brands went back to their original visual branding. None of the rebrands survived.
These are hard lessons, lessons few can afford to make. So what is at the heart of these missteps, and how does one avoid these during the change mink fur eyelashes manufacturer? First, a few points on where each may have gone wrong:
- Reason for change: In all three instances, no clear reason for change was mentioned when consumers cried foul. With little explanation, the negativity grew like wildfire. Which leads to a larger point – was the change simply done to create mink fur eyelashes manufacturer ‘new’ for the brand (for newness-sake)?
- Strategy behind the change: whether its GAP’s ‘sexy, cool’ comment, Tropicana’s long and vague comments, or British Airway’s broadening of their brand’s focus, each had its roots in either shallow or misdirected strategy. None discussed amplifying the parts of their brand that were already strong.
- Reveal of the change: In each instance, the change came out suddenly and without much build up. Anticipation, expectation of change, and outlining the need for change – all before the change takes place – can be powerful allies toward a successful rebrand.
At the end of the rebrand process, the newness will only last a day. But the impact – for good or for bad – will last for years to come. The lessons learned from the GAP, Tropicana, and British Airways were costly mistakes for these companies but provide a free case study for other organizations looking to rebrand. By taking the time to truly understand the mink fur eyelashes manufacturer behind a rebrand and properly building up to it, the odds for success can be stacked in an organizations favor and the costly mistakes of rebranding gone wrong can be avoided.