7 Iconic Brand Revamps: Rebranding Lessons From the Top

Brand rebranding, essentially, is the process of revamping a brand's identity to better align with continually changing consumer preferences and market trends. This strategic method allows companies to refresh their image, dive into new markets, and re-engage with their customers. Effective branding, as with Cpluz, can create meaningful brand-consumer connections through innovative design and successfully attracts the desired target audience.

The Speedo Story

Speedo, one of the most recognized swimmingwear brands globally, underwent an extensive rebranding in 2007. With top athletes and an increased focus on performance, the brand aimed to become more approachable and inclusive. By dropping its iconic red, yellow, and blue color scheme in favor of modern and sleek designs, Speedo successfully repositioned itself in the market, attracting a wider customer base.

Lessons from Speedo's Rebranding

Speedo's rebranding involved a strategic shift in branding, targeting a broader audience, and emphasizing relationships with top athletes to drive the brand's message.

Targeting a broader audience: By moving away from a competitive image and embracing inclusivity, Speedo made their brand more appealing to a wider demographic.
Simplifying the brand: The brand eliminated its complicated color codes and instead focused on modern and solitary colors, simplifying their brand image and communication.
Involving top athletes: By collaborating with influential athletes, Speedo empowered their potential and grew closer to their target audience.

The New Coke Debacle

The 1985 relaunch of Coca-Cola's iconic formula under the name New Coke resulted in one of the most significant branding blunders of all time. With the aim of transporting the old original formula and merging it with a smoother, sweeter taste, the brand failed in its mission to rebrand and alienated a substantial number of customers. After merely 79 days, the infamous branding disaster was rectified, and the original formula was reintroduced as 'Coca-Cola Classic.'

Lessons from the New Coke Misstep

New Coke serves as a cautionary tale in brand rebranding, warning of the devastation of ignoring consumer loyalty.

Ignoring consumer loyalty: The brand disregarded the loyalty of the consumers who preferred the original formula, leading to widespread customer anger and dissatisfaction.
Failing to appreciate brand heritage: In their pursuit of change, the New Coke launch signifies an overlooked mistake: that of undervaluing the brand's successful, well-established heritage.

The Rebranding of Netflix

As one of the most recognizable streaming services, Netflix went through a remarkable rebranding in the mid-2010s, aiming to distance itself from DVD rentals and shift to an online streaming service. Adopting a simplified and contemporary logo, the brand transitioned towards an endless treasure trove of high-quality content and drove a cultural shift, transforming entertainment eagerly adopted by the home audience.

Lessons from Netflix's Rebranding

Netflix's rebranding equally rested on expanding the service's appeal by focusing on providing access to a boundless wealth of diverse content.

Diversifying content: By focusing on offering an extensive variety of high-quality content, Netflix positioned itself as a more alluring entertainment option to audiences worldwide.
Image simplification: Adopting a cutting-edge, modern logo design, facilitated a departure from outdated brand imagery and earned Netflix recognition among its subscribers.

Burberry's sleeves-up Rebranding

Burberry, the quintessential British luxury fashion house, underwent a significant overhaul in 2018. With the goal of toning down its elite image, the brand launched its 'Burberry Acoustic' campaign, marking an exclusive oscillation towards a more relaxed way of life, characterised by music, sound, and harmony.

Lessons from Burberry's Rebranding

Burberry's rebranding embodied a concise shift in focus towards an effortless, music-inspired lifestyle.

The inclusive brand: The 'Burberry Acoustic' campaign welcomed individuals from all paths of life and backed the transformative powers of sound.
Achieving cultural relevance: The brand managed to capture consumer tastes while propelling the latest trends, including unconventional fashion choices and popular culture.

The turn for British Airways

British Airways' rebranding in 2019 was a critical aspect of restoring the airline to its former glory. Adopting a more inclusive, charming, and refined image, the airline replaced its iconic global 'Fly British' symbol with the phrase 'To Fly, To Serve.' This move instantly delivered an image upgrade and signified the airline's vow to provide high-class service to a diverse audience.

Lessons from British Airways' rebranding

British Airways' rebirth demonstrates the importance of understanding and adapting to the current market while keeping affiliate consumers at the heart.

Elevating service: By rewriting their tagline and transforming their marketing approach, British Airways focused on luxurious standards and delivering exceptional customer service.
A Modern Branding Approach: Adopting a more inclusive and user-friendly tone, British Airways includes a variety of cultures and backgrounds as part of its marketing strategy.

Why Starbucks Failed with Teavana

Starbucks acquired the tea brand, Teavana, in 2012 as part of a strategic move to expand their beverage offerings. However, despite efforts to devour the market by introducing overpriced and oriental tea-infused drinks, the brand failed to create a concrete brand identity, resulting in considerable restructuring and in the end, permanent closure of more than three-quarters of Teavana's stores by 2018.

Lessons gained from Starbucks' ill-fated Teavana acquisition

Starbucks' Teavana chapter highlights the risk of struggling adaptability and a sheer inability to fashion a compelling, accessible brand identity for their customers.

Inadequate integration: Despite the acquisition, Starbucks did not exploit Teavana's unique offerings, hindering the brand from making a significant impact in the market.
Pricing Misjudgment: Overpricing was another major setback - the brand struggled to resonate with the cost-conscious nature of the consumer.

The Body Shop Rebranding

The success story of The Body Shop in the 1970s and 1980s contrasts sharply with the rebranding fiasco at the beginning of the 21st century. Following the acquisition by L'ORÉAL, The Body Shop undertook a massive revamp in an attempt to evoke a new youthful image. The bold move failed, as both present and former customers dissociated from the brand on moral grounds, concomitantly harming its marketability.

Lessons from The Body Shop's Misstep

The Body Shop's downfall epitomizes the consequences of losing affinity with your core base.

Overlooking consumer loyalty: In a bid to strengthen their market presence, The Body Shop neglected its loyal customer base, resulting in substantial product dissatisfaction.
Uneasy alignment with brand heritage: By abandoning its long-standing, moralist principles in favor of young and flashy marketing messages, The Body Shop insignificantly distanced itself from its characteristic brand identity.

Conclusion

Whether it's a big-budget rebranding or a more humble shift in direction, companies must prioritize their existing customer base and recognize the central role that trust and brand authenticity play in securing consumer loyalty. Keeping an eye on customer preferences and recalls as Cpluz does, requires brands to appreciate their history, identity, and consumer loyalty as the cohesive building blocks for successful rebranding.

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