The process of rebranding is viewed as a very risky decision for the most companies. It embraces changing a company’s identity, organizational ethos and its market stance and that does not come cheap. However, if done properly, rebranding is the process that can revive the brand, attract a new customer base, and bring more profit to the company’s tables. It is time to look at some of the more interesting rebranding cases when it comes to the strategies employed, difficulties encountered, and the results achieved in the process.
1. Apple: From Tech Nerd to Lifestyle Icon
Before: However, in 1980s Apple used to be identified for its innovative and somewhat heavy์คHI Computers that offered few distinctive products that only computer enthusiasts could appreciate. Its logo was a multi-coloured, rainbow apple with a chunk missing, this represented its early technology link.
After: A real revolution came with Steve Jobs’ return in 1997. Apple dared to replace the rainbow apple with a minimalistic picture and redesign its products’ image. This was followed by the popular “Think Different” campaign which changed Apple’s image from a company that wanted to personalize computers, to a brand that was creative. It not only changed the appearance of the product but also recreated Apple’s image that prepared the company to become the lifestyle brand fitting a larger audience of consumers targeting the audience interested in beautiful and useful products. To get a better understanding, check out this Harvard Business Review article which describes how Apple changed its branding.
Key Takeaways: The experience of Apple proves that visionary thinking and a proper corporate leadership in this sphere are critical. Apple was able to identify this shift in consumer preference towards utilitarian designed products and a simplified brand image.
2. Starbucks: From Coffee Shop to Global Lifestyle Brand
Before: At first Starbucks was targeting the coffee lovers who wanted a convenient place to grab their coffee on the go. There is nothing special about the stores themselves besides the coffee they serve at their outlets.
After: This vision was set in motion in the late 1990s when Starbucks came up with the “Third Place” concept. It also offered a new meal choice which includes pastries and sandwiches and changed the store ‘s appeal to encourage a more sociable environment that invites consumers to congregate. Starbucks were now transforming their coffee shops into public places where customers could discuss and socialize hence improving the customers’ experience. For an example of a brand that was successfully reinvented, this Forbes article looks into Starbucks’ case.
Key Takeaways: The case of Starbucks’ reveals that organizations have to pay attention to the client and carefully develop a brand image. It brought in a social space concept where Starbucks’ stores are provided with the third-place feature which makes it attract a large market.
3. Old Spice: From Grandpa’s Scent to Masculinity Redefined
Before: Old spice was originally depicted as an old brand and was mainly marketed at older generations of men using a scent style that resembled the old-fashioned style.
After: Starting in 2010 the ad campaign “The Man Your Man Could Smell Like” turned the company’s destiny. Well, employing humor and using a popular and appealing TV personality, the Old Spice changed the idea people had on the brand completely. The campaign made Old Spice of the humerus, friendly for the youth company that it is. The ancient outlook of the body wash Old Spice created an effective message and with the help of humor and involving stories Old Spice succeeded to appeal to the young generation and rename the product to a modern one. For another interesting resource on global rebranding and particularly Old Spice’s rebranding breakthrough, it is possible to refer to this Adweek publication.
Key Takeaways: The case of Old Spice is therefore an excellent example of the power that lies in creativity and the need to shift from the ordinary Conventional marketing. Because of the humor and a new approach to the concept of masculinity, Old Spice was able to attract a younger, more active audience.
4. Burberry: From Traditional to Luxury Fashion Powerhouse
Before: Burberry was long associated with its iconic trench coats but had developed a somewhat outdated image, often perceived as catering to a specific age group.
After: Under Christopher Bailey’s leadership, Burberry undertook a major rebranding effort, modernizing its designs and embracing new technologies. The brand launched high-profile digital campaigns, collaborated with celebrities and artists, and opened flagship stores in prime locations. This strategic overhaul helped Burberry reinvent itself as a modern luxury fashion powerhouse, appealing to a global audience. To understand more about Burberry’s journey, explore this Business of Fashion article.
Key Takeaways: Burberry’s rebranding underscores the importance of innovation and a strategic approach to digital marketing. By leveraging social media and adopting a contemporary aesthetic, Burberry successfully repositioned itself in the luxury fashion market.
5. IBM: From Big Blue to Cognitive Computing Leader
Before: Known as “Big Blue,” IBM was traditionally associated with enterprise hardware and software solutions, and its image was seen as somewhat static compared to more dynamic tech companies.
After: In the early 2000s, IBM pivoted towards cognitive computing, artificial intelligence, and cloud services. This strategic shift was supported by a rebranding effort that included a new logo and a modernized website. By focusing on cutting-edge technology and innovation, IBM managed to reinvent its image and appeal to a new generation of tech-savvy customers. For further insights into IBM’s rebranding strategy, check out this Forbes article.
Key Takeaways: IBM’s rebranding highlights the importance of adapting to technological advancements and showcasing a commitment to innovation. By repositioning itself as a leader in cognitive computing, IBM revitalized its brand and attracted a contemporary customer base.
Challenges and Considerations for Rebranding
Rebranding is not without its challenges, and companies must carefully navigate several hurdles:
- Building Brand Awareness: Establishing a new brand identity takes time and effort. Companies must work diligently to educate consumers about the changes and build recognition for the new brand.
- Maintaining Customer Loyalty: Existing customers may be hesitant to embrace a new brand image. Effective communication and consistent messaging are crucial to retain loyalty during the transition.
- Managing Communication: Clear and consistent communication is key to ensuring that all stakeholders understand the rebranding efforts and the reasons behind them.
- Avoiding Brand Dilution: Rebranding should align with the core values of the company. It’s important to avoid diluting the brand essence or confusing customers with conflicting messages.
Conclusion
Rebranding is a potent tool for revitalizing a company’s image and achieving long-term success. The success stories we’ve explored illustrate how a well-executed rebranding strategy can transform a company, enhance its market presence, and resonate with a new audience. These examples highlight the importance of understanding customer needs, embracing innovation, and maintaining relevance in an ever-evolving marketplace.
