Rebranding is no easy feat. It requires a deep understanding of your target market, a clear vision for your company’s new path, and a well-structured strategy to make it all happen. In a global market place where consumers are flooded with choices, a strong, relevant brand could be the difference between attracting and retaining your desired market or losing them to competitors. But when done right, a successful rebrand can breathe new life into a business, aligning better with its evolving mission and market while creating a renewed sense of excitement and engagement.
In this blog post, we will analyze five notable examples of successful rebranding efforts that managed to transform the public image of companies, inject new energy into their product lines, and increase their market share. Each of these companies dared to reframe their brand’s story, adopting innovative aesthetics and narratives to foster a stronger connection with progressive consumer values and preferences. Their journeys provide invaluable insights and learning opportunities for businesses considering undergoing a similar regeneration process.
Further read: Guide to Personal brand statement generator
Some Best Rebranding Examples
CVS Pharmacy: Do the Right Thing, Even if it’s Seemingly Unpopular
Known for its commitment to enhancing health and wellness, CVS Pharmacy has time and again lived up to its reputation of doing the right thing, even when it means making seemingly unpopular decisions. At the heart of their strategy lies a steadfast devotion to their ethical standards, making decisions that prioritize the health and well-being of consumers over commercial success or popularity.
An exemplar of such strategic initiatives was when CVS stopped selling tobacco products in 2014, a move which sparked controversy due to the potential for significant profit loss. Yet, the pharmacy giant stood its ground, choosing public health over profits. This impactful decision led to a 1% decrease in cigarette sales nationwide, further reinforcing that a commitment to ethics and health can create a lasting positive impact. CVS continues to implement and uphold measures that might seem unpopular on the surface but are undeniably the right steps towards a healthier future for all.
Burberry: The Luxury Brand of Thugs?
In the world of fashion, labels signify much more than just the name behind a design; they carry an association that makes a statement about the wearer. Recently, Burberry has been branded with an unusual title. The high-end luxury brand, known for its sophistication and elegance, has surprisingly acquired an odd reputation – namely, The Luxury Brand of Thugs.
This reputation is not necessarily tied to the brand’s marketing strategies. Rather, it emerges from certain groups of wearers who have adopted Burberry as part of their identity, especially in the UK where the brand is entrenched in the cultural fabric. This has blurred the lines between high-fashion luxury and underground thuggery. It’s a peculiar situation highlighting the unpredictable dynamics of fashion branding, the complexity of cultural appropriation, and the potential adverse effects on the image and value of luxury brands.
Old Spice: Not Your Grandpa’s Deodorant
With a significant revamp of its marketing strategies, Old Spice has dramatically transformed the perception of its brand from the traditional “your grandpa’s deodorant” to a hip, adventurous, and youthful scent representative of the modern man. The shift is palpably noticeable, starting from the clever and humorous commercials that bring a chuckle while portraying the brand’s character, to the distinctive and contemporary fragrance collections that are far from the typical, predictable scents.
The best part? Old Spice hasn’t sacrificed its reputation for quality production. Despite the brand’s makeover, it has maintained its commitment to produce long-lasting, effective deodorants, now complemented by a range of body washes, aftershaves, and body sprays. There’s a scent to match every personality and occasion, proving that Old Spice is not just your grandpa’s deodorant anymore – it’s a brand for every generation.
Pabst Blue Ribbon: Frat Beer Retails for $44 in China
Pabst Blue Ribbon, often synonymous with budget-friendly college parties and dive bars in the United States, has surprisingly found a new market in China. However, its price point in the Middle Kingdom is far beyond what its regular American drinker would imagine. Creating a sensation, the American “frat beer” is retailing for a staggering $44 in China.
The beer, now luxuriously packaged in a fancy blue and white ceramic bottle, is marketed as “Blue Ribbon 1844”. This is in stark contrast to its inexpensive, blue-collar image in its home country. The drastic price variance is part of a unique marketing strategy to position Pabst Blue Ribbon as a high-end, exclusive beer in China, hoping its foreign allure would attract wealthy Chinese consumers.
Corn Syrup: Not as Sweet as You Think
Corn syrup, often found in a range of food and drink products, has been a preferred choice for manufacturers due to its inexpensiveness and versatility. It is widely used as a replacement for cane sugar to sweeten and preserve food. However, it may not be as sweet for our health as it is for our taste buds.
Research exhibits its potential harmful effects on our health. High Fructose Corn Syrup, a common form of corn syrup, has been linked to an increased risk of obesity, diabetes, heart disease, and even cancer. Experts suggest that the liver processes this syrup differently than regular sugar, which can lead to harmful build-up of fat and greater insulin resistance. Despite its common use and sweet taste, corn syrup presents more risks than benefits when it comes to our health.
BONUS: Rebranding Disaster: Could Nothing Save “The Shack”?
The attempt to salvage the brand image of “The Shack”, an establishment once touted for its hearty comfort food and old-school charm, proved to be a near-impossible task despite multiple rebranding initiatives. On top of dwindling customer numbers, failing health inspection results, and a blasting online review culture, even a substantial marketing budget and radical menu changes could not turn the tide around for this once loved classic.
After a series of controversial changes, including an overly futuristic interior redesign to a mobile app influx, customer loyalty started slumping at an unprecedented rate. The new-age aesthetic alienated the core customer base, who loved “The Shack” for its unpretentious, nostalgic ambiance. Furthermore, the menu changes intended to appeal to a modern, health-conscious demographic, instead, faced harsh criticism for mediocre taste profiles and higher prices. In conclusion, it appears that was not enough to save this sinking ship, indicating a possible need for deeper, systemic changes.