What is a Successful Rebrand?
Every once in a while, a company may decide that it’s time to switch it up and rebrand. Whether it be a name, logo or identity, rebrands can happen for a number of reasons, which Alison covered in a blog post earlier this year. Recently, Pepsi opted for a visual overhaul of the brand, introducing a new logo that shies away from the minimalist trends that have taken over marketing in recent times. While the verdict is still out if the rebrand is a success, here are some of the most successful rebrands we have seen.
Dunkin’
When you say Dunkin’, your mind already instantly imagines donuts. With this in mind, Dunkin’ rebranded in 2019 and dropped the word “donuts” from the name, introducing a fresh logo and new brand messaging.
According to the brand, this was a step to grow, simplify and modernize the Dunkin’ experience for customers while also celebrating the history by keeping the same colors. With so many already referring to the brand as Dunkin’ prior to the switch up, I would say the rebrand was a hit before it even went into effect.
Harley-Davidson
The motorcycle brand was on the brink of bankruptcy back in 1985, despite having a solid brand, identity and response from audiences, the quality of product was falling short. This led to a complete overhaul of the manufacturing process which in turn produced better products. Overcoming negative perception isn’t easy, but Harley-Davidson took control and faced the facts in order to successfully rebound and ensure stability and quality for years to come.
Lego
Trying their hand at theme parks, clothing, jewelry and more, Lego was not seeing success. To fix this, Lego started by giving up ownership of the Legoland theme park, halving the amount of Lego pieces the brand produces and launching its own crowdsourcing competition. These steps from Lego transformed the brand and allowed them to branch out and take on ambitious projects like their crowd favorite movies and video games. The brand still stands strong today.
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