The Power of Rebranding: Inspiring Success Stories
As humans, we all eventually go through some significant changes to redefine who we are. Whether it’s a new job, a new city, or a new relationship, we all redesign ourselves to make a fresh start. It makes sense then, that businesses do the same thing. That’s why rebranding has become an increasingly popular way to enhance an existing image or to create a new one entirely. But what are some of the most inspiring stories behind successful rebranding efforts, and what can we learn from them?
🌟 Apple: When Rebranding Leads to Reinventing
Apple is probably the most famous example of a successful rebranding story. Back in the 1990s, Apple was struggling to keep up with the competition. Then, in 1997, the company decided to make some significant changes in leadership, and the introduction of a new CEO, Steve Jobs, marked the beginning of a new era for Apple.
Jobs’s first order of business was to change the company’s image, starting with its logo. The original apple logo, which featured Sir Isaac Newton sitting under a tree, looked academic and wasn’t appropriate for a company that was trying to appeal to a broader audience. Jobs gave the company a new logo which is now widely recognized as the symbol for the tech giant.
The new logo, while still depicting a bitten apple, was clean and simple. It marked the beginning of a new era for Apple, a company that has since become synonymous with innovation and creativity.
🌟 Old Spice: Redefining Masculinity With a New Image
Old Spice is a brand that has been around for over 80 years. It was typically associated with older men, with an image that was considered outdated and irrelevant. However, in 2010, the brand decided to rebrand and redefine what it means to be masculine.
The company’s new ads featured a half-naked man, accompanied by the tagline “The Man Your Man Could Smell Like.” These ads worked like magic, and in no time, Old Spice was no longer associated with older men.
Old Spice’s new image not only resonated with younger audiences but it also helped change the way people perceive masculinity. The company’s rebranding efforts have proven that when done correctly, rebranding can help a company redefine itself and its values.
🌟 Coca-Cola: When Rebranding Can Backfire
Coca-Cola is another brand that has undergone rebranding. In 1985, the famous soft drink company decided to change its original recipe to a new one called “New Coke.” The company did extensive research for the new formula and thought it would be an instant success, but it wasn’t.
The public was outraged by the change, and they made their voices heard by boycotting the new formula and demanding that the brand bring back the original one. After a few months, Coca-Cola relented and reintroduced the original recipe under the name “Coca-Cola Classic.”
Coca-Cola learned a valuable lesson from this experience, and the brand’s name is now synonymous with being one of the most successful soft drink companies in the world. The company has never changed the recipe again, but it has continued to rebrand itself successfully.
🌟 Airbnb: Refreshing Your Brand to Attract New Customers
In 2014, Airbnb (a successful online marketplace that allows people to list, find, and rent vacation homes.) underwent a rebranding effort that was highly criticized by the public.
The brand changed its logo from the original one depicting an air mattress (💭) up to one that looks minimalist and abstract (⁓🏡~). At first, the public couldn’t understand what the logo was supposed to represent. Still, Airbnb’s goal was to represent what their brand was about – Hospitality.
Over time, the new logo began to grow on people, and the company’s rebranding efforts were successful. Today, the logo represents Airbnb’s central mission, which is to connect people from all over the world and offer them unique and authentic travel experiences.
🌟 Final thoughts:
When done right, rebranding is one of the most powerful tools any business has in its arsenal. As these success stories show, a clever rebranding effort can help redefine your business, making you more relevant, and creating an entirely new image that can attract new customers or re-engage old ones.
