Tradition is essential when designing a logo for a football team. RadioShack decided to change its name from RadioShack to “The Shack”. Also I need links to recent (1998-2001) cases of succesfull or unsuccesful rebranding attempts either of companies or products (preferably cases that took place in Europe). One great example of a failed rebranding attempt that caused nothing but headaches, was the 2010 GAP debacle. The redesign attracted the kind of … Just a few of these were that the new logo was difficult to read and understand. Mastercard’s Color Blob. They actually developed a marketing campaign around it, with a new design being revealed every day for a whole month. Once they had created this new logo, they created more to look like different smiles under the campaign of “One identity; multiple emotions.” Unfortunately, no one quite got that branding strategy either. Abercrombie & Fitch's attempts to rebrand have totally backfired ... signaling that its attempt to save the brand has pretty much failed. How often have we seen companies take themselves too seriously and miss the mark on rebranding? JCPenney’s massive financial slump follows a failed rebranding attempt by Ron Johnson who took Ullman’s place in 2011. During 2008, the bank company Capital One made the right decision of trying to give a new look to the logo design. After a while, Blackwater decided to change its name first in Xe Service LLC and finally in Academi. What can we learn from Hershey’s rebranding fail? Sometimes the things you think are a cool design, could have different meanings for others…. We'll assume you're ok with this, but you can opt-out if you wish. Therefore, after some time the company decided to change its name to ”PwC” which was easier to remember, and still had a clear link to the company history. In an era of all-flat everything, it’s nice to see someone still trying to use … After rebranding, Mastercard dropped its name on the logo. In 2010, the logo everyone knew and loved to be The Gap suddenly changed without warning. Here are 7 brands who failed at rebranding themselves and what they did wrong. Two, sometimes it isn’t your fault if your rebranding isn’t as well received as you might have planned. *Martech - Setting up Marketing Tech Stack & Automation.Creativity - Creating Branded Content & improving Content Strategy to Drive Conversions.Business Consultancy - Looking for Mentorship, Workshops, or other Consulting Services.Lead generation - Need to Increase Traffic to Website & Generate Leads to Drive Sales.SoMe & Ads - Managing Targeted Ads, Remarketing, & Content to Increase Engagement.PR & Amplification - Building Backlinks and Referral Traffic to Boost Site Authority.Marketing Department - Need to Build a Marketing Department or Support an Existing One with a Wide Spectrum of Services.Other. Klint Marketing uses the information you provide to us to contact you about our relevant content, products, and services. When a rebrand it is done right, the company will see an increase in sales from new and existing customers. If you didn’t see the original logo side by side with the new one, you may not even realize there was a change. Among all the football teams in England, Leeds United is worth mentioning since their logo change created a huge negative online backlash. Comcast was an American cable operator company, which turned into one of the most hated customer services in the United States. The biggest problem on the 2009 new logo for the TV channel Sci-Fi was not about the design nor the color…. Pepsi has been in the spotlight for making risky moves with its advertising and branding, and has even been called tone-deaf. The new logo was seen as a downgrade, with an element added that people did not get (the purple dot), and the letters ‘db’ making it complex and fuzzy to read. What can we learn BP’s new brand identity? Try not to do the same mistakes and contact us at Klint Marketing! However, newer markets are not eager to buy up their products. After all, … After some time, RadioShack therefore decided to adopt its old name again. In its attempt to attract a more diverse clientele with this rebranding move, RadioShack completely missed the mark. What can we learn from this example of a rebranding fail? Logo designs have to recall the industry of your company. As already said in the Leeds United crest, football fans are emotionally bonded to the team colors. While the strategy behind it may have been a good idea, it doesn’t work if your audience doesn’t connect or recognize it. More than anything, people were confused about what was happening. What was this company: toothpaste or mail delivery? It may have worked for a while, but Xfinity has only seemed to adopt Comcast’s reputation. Some of the most common reasons are that they aren't targeting the right personas, you didn't do enough research, you didn't have realistic goals, you created the wrong message, and you delivered content at the wrong time in … [Related Article – The Best and Worst Coronavirus Ad Campaigns of 2020 ]. What can be learned from this example of Dr. Pepper’s failed rebranding campaign? Cottbus’ new logo was a mix of a broad color palette shaped without a distinct form, and hence was met with a lot of confusion. Many of them even had to close down their stores. Ask first if there is a need for changing a logo, as modifications are risky, but may not always be necessary. Therefore, a petrol company should be very careful if it aims to appear environmentally conscious. Looking at both logos, the old one was easy to understand and consisted of elements that were easily relatable to the brand name. What Happened?Consumers failed to recognize the product on the shelves which led to a loss in sales. A city’s logo usually shows the heritage of the city. If your company needs logo design help Contact Us today. This logo change created nothing but confusion among the long-lasting customers who had an emotional bond with the old brand logo. Ironically, the process of several failed rebranding attempts was constantly hindered by all the things that led to the country’s bad image in the first place. The new marketing was only targeting men, with the main slogan being “It’s not for women”. A successful campaign requires more than a revamped logo. If your old logo is iconic and easy to recognize you should maintain the important elements. Moreover, the new logo has been described as looking impersonal and resembling a “discount” or “on-sale” sticker. Tropicana’s estimated sales dropped as much as 20% before they reverted back to their familiar design. Which of the three do you think is better? Third, people tend to hate what they can’t understand. By using this form you agree with the storage and handling of your data by this website in accordance with our. With all the harsh lines and slantedness of the symbols, no one could be for sure what message it was trying to convey besides “2012.” Some believed they saw other words in the numbers, while others saw other symbols. The problem was that people didn’t recognize the new Tropicana brand. Hoever, the chosen logo was just a slight change from the old one. The recent backlash against McDonald's "terrifying" new mascot reminds us that rebranding fails are alive and well, even at the most popular brands. If they don’t understand the thought process behind it or the money that went into it (anyone remember the Tennessee logo outrage? What are the takeaways from the Royal Mail rebranding fail? Knowing they needed to find a way to compete, they tried to rebrand themselves as “The Shack” while pairing their campaign with Shaquille O’Neal, otherwise known as “Shaq.” Their attempt at being a modern brand failed. The logo changed from an easy-to-understand logo with only the elements that point to their identity; to a plain logo consisting of one figure of an elephant, with no relation to the brand. NBC Universal is a mass media entertainment company. Especially in the current environment, where equality and diversity are standing strong, this campaign was perceived as sexist, and excluding women. It started off as classic steeple of the American market, and developed into a global operator in the beverage landscape. This change created outrage among loyal customers. So while you may think some of these were a success, the majority of people would say otherwise. Consignia, the new name, was difficult to pronounce. Based on our analysis of the causes of the failed rebranding efforts, we shall venture into recommendations for rebranding of cities. Tropicana unleashed their white packaging that removed the orange itself from the visuals. What do you need help with? The new campaign was supposed to target men, however, the results turned out to be quite horrendous. It may have been this suddenness that made everyone cringe and cry “ew, no! What can we learn from this example of Sears attempting to rebrand? What can we learn from Mozilla Firefox’s rebranding fail? We cannot stress it enough: originality is a must, and you should avoid adding unnecessary elements. Nevertheless, WW decide to keep its new name until today. Moreover, the design looks like a mix of different already existing logos. So was all that thought process pointless? However, PricewaterhouseCoopers used to operate based on a long tradition and a loyal customer base. It’s no wonder they are slowly disappearing from existence. And, as has been mentioned before, always wonder whether a rebranding campaign is even needed! Adding unnecessary elements to the Kraft logo design is almost never a good idea. Before, the corporate name was prominently placed in the front and center. The logo was an attempt to be modern but ended up looking too urban, too young, and not representative of London where the Olympics were being held that year. Listen to your loyal fans and avoid unnecessary changes. In just 6 days, The Gap reverted to their original logo design, and all was well again. Some perceived it as difficult to read, besides it was considered too simple in its design. With department stores all over the world, GAP is an international clothing retailer. BP could have found a better message to deliver to their customers, that would not appear as fake. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. As you may know, a logo must represent a company in its vision and strategy. This was not the case for the rebranded logo of Cottbus, who developed a difficult-to-explain design in 2008. It is worldwide renowned for its iconic peacock look-alike colorful logo. Back in 2017, its mother company, Mozilla, decided to change the Firefox logo. Rebranding a company's goals, message, and culture is hard -- many have tried and most fail. Pepsi’s most recent logo is one that didn’t fail due to how it looked, but rather due to the market’s confusion over the price tag and strategy behind it. By changing the brand identity Comcast’s hope was that people would quickly forget their previous negative experiences with the brand. With this move, the company wanted to portrait a renewed green growth mission. This new name did not resemble the area of expertise well. Old companies have iconic logos that everyone can recall. In this article, we focus on well known brands that decided to rebrand and the unexpected outcomes as a result. It would have been a good idea if the design did not look like coming from 30 years ago. What do you think of the 2012 Olympics logo? These cookies will be stored in your browser only with your consent. The company received a slew of backlash last month when it … Skip to content. Complicate designs are difficult to recall. And they discovered the hard way just exactly how much their customers connected with the classic “GAP” over the navy square. The television network Animal Planet completely changed its logo in 2008. The newly added swoosh with gradient color really does not give a fresh look to a company that bases all of its industry on trust and reputation. By adding new elements to these circles, the recognition would still stick. Do not add unnecessary or old-fashioned elements in your new design. With the new elements being difficult to understand, and not providing a proper explanation of the company, the new logo was a disaster. There is a lot of buzz and chatter about whether rebranding should imply a simple update of the design or a complete redesign while executing a rebrand. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Consistent presentation of a brand has seen to increase revenue by 33%. But instead of coming up with something more original, they decided to go with a misspelled version of their name. Burger King has slowly burned its own already flame-broiled brand over the past years with a series of inexplicably odd marketing mistakes and failed marketing strategies. 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