{"id":14220,"date":"2021-01-04T09:55:52","date_gmt":"2021-01-04T04:25:52","guid":{"rendered":"http:\/\/sunstrategic.com\/blog\/?p=14220"},"modified":"2021-01-19T12:50:12","modified_gmt":"2021-01-19T07:20:12","slug":"rebranding-efforts-that-fell-flat","status":"publish","type":"post","link":"https:\/\/sunstrategic.com\/blog\/rebranding-efforts-that-fell-flat\/","title":{"rendered":"Rebranding efforts that fell flat"},"content":{"rendered":"\n

5\nexamples of terrible rebranding failures<\/strong><\/p>\n\n\n\n

Rebranding\nis a strong marketing technique to connect with the audience, enhance brand\nimage, drive sales, and get an increased return on investment. Rebranding is a\ntricky tool to implement. It needs a lot of planning and when done efficiently,\nrebranding efforts can do wonders for your company. When done without planning,\nrebranding can be a disaster and have a negative impact on your brand.<\/p>\n\n\n\n

We\nhave gathered a list of few rebranding failures, have a look:<\/p>\n\n\n\n

Tropicana<\/strong><\/p>\n\n\n\n

In\nJanuary 2009, the popular juice brand went for an appearance makeover.\nOriginally, the image was of a straw sticking out of an orange, which made\npeople assume that their juice was 100 % organic. The new packaging exhibits\nthe actual product \u2013 a clear glass full of orange juice. The problem that arose\nwas that people didn’t recognize the new Tropicana rebranding and their sales\nfell by 20%. This is an example of drastic rebranding which made the brand\nunrecognizable because of which its target audience started picking products\nfrom competitors.<\/p>\n\n\n\n

Pepsi <\/strong><\/p>\n\n\n\n

In\n2019, Pepsi cans came out with the catchphrase \u2018For the Love of it\u2019 hinting at\nthe use of the aerated drink during parties, outings, and events and\nhighlighting the special bond that we have cultivated for \u2018cold drinks\u2019 over\nthe years. However, this concept was claimed as a copycat phenomenon as people\nbelieve that the tagline was stolen from McDonald’s <\/strong>\u2018I\u2019m\nLovin\u2019 it\u2019 brand tagline.<\/p>\n\n\n\n

Volkswagen<\/strong><\/p>\n\n\n\n

Volkswagen\ndecided to change the logo that signified the brand and its core principles.\nThe new logo is very much similar to the previous one but it’s a more modern\nand cleaner version. However, many designers criticized it for the lack of\ndetailed angles and designing basics on the logo and the unapologetic ignorance\nof all the designing rules.<\/p>\n\n\n\n

SyFy<\/strong> <\/p>\n\n\n\n

Syfy\nboldly changed its name to SyFy before checking what it means. In several\nsocieties, ‘Syfy’ stands for syphilis. The brand couldn’t take the name \u2018SciFi\u2019\nand therefore they went for the less-used, alternate spelling. This rebranding\nstrategy backfired on the brand and people across the world associated the\nchannel with an STD.<\/p>\n\n\n\n

GAP<\/strong><\/p>\n\n\n\n

GAP’s\noriginal logo was there for years and years and therefore they considered\nrebranding it. However, the brand later realized that its customers were deeply\nconnected with its iconic logo. The moment the brand introduced the new logo,\ncustomers lashed out and demanded a change. In 6 days, it had to revert to its\ninitial design and all was well again<\/p>\n\n\n\n

Brands\nmust do proper planning before rebranding. If done inefficiently, it can\nbacklash and the repercussions can be disastrous.<\/p>\n","protected":false},"excerpt":{"rendered":"

5 examples of terrible rebranding failures Rebranding is a strong marketing technique to connect with the audience, enhance brand image, drive sales, and get an increased return on investment. Rebranding is a tricky tool to implement. It needs a lot of planning and when done efficiently, rebranding efforts can do wonders for your company. When…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[59],"tags":[],"yoast_head":"\nRebranding efforts that fell flat<\/title>\n<meta name=\"description\" content=\"Rebranding requires to be done strategically and efficiently. 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