Let’s face it: rebranding is the marketing equivalent of a midlife crisis: Brands constantly face pressure to stay relevant. This often leads to rebranding—whether through a complete transformation of the brand’s identity, positioning, and messaging, or through a lighter brand refresh that modernizes the visual identity while keeping core elements intact.
But here’s the uncomfortable truth: most rebrands fail. They alienate loyal customers, dilute hard-earned equity, and often end up as expensive exercises in vanity. So why do we keep doing them? Is rebranding truly a strategic move, or merely a cosmetic fix that avoids tackling the real underlying issues?
Having led multiple rebranding initiatives for local and global brands, I have experienced both the successes and the failures firsthand. The reality is that rebranding is not simply a creative exercise, it is a high-stakes business decision that requires a careful balance between evolution and continuity.
Why do Brands Rebrand?
The motivations behind rebranding efforts can vary widely, but they generally fall into a few key categories:
1. A Need for Modernization: Design trends evolve, and legacy brands often feel pressure to keep up. Companies such as Kraft Mac & Cheese and Mastercard have simplified and streamlined their logos to reflect contemporary aesthetics.
2. Responding to Market Shifts: Consumer preferences are constantly evolving. In categories like food and beverages, for example, packaging aesthetics have shifted towards “clean label” designs, with muted colors and simple typography replacing bold, playful graphics. Brands often adjust their visual identity to align with evolving category codes.
3. Strategic Positioning: A significant change in brand positioning or value proposition often necessitates a redesign. When Dunkin’ dropped “Donuts” from its name, it was a deliberate move to emphasize beverages and reflect its broader offerings.
4. Global Adaptability: Expanding into new markets often requires adjustments in branding to accommodate cultural preferences. Colors, symbols, and typography that resonate in one market may have entirely different meanings elsewhere.
5. Executive Legacy syndrome: Let’s not sugarcoat it: sometimes, rebranding is driven by internal leadership rather than consumer demand. Senior executives may push for change to “leave their mark” on the company or demonstrate innovation, even when there is no clear consumer-driven need.
While all these reasons may seem valid, the real question remains: do consumers actually want these changes?
Reality Check: Do Consumers Even Care?
Here’s the hard truth: Research suggests that most consumers do not care—or even notice—brand refreshes unless the changes negatively impact their recognition of the product.
A study from the University of Texas at Arlington found that logo and packaging changes often backfire, disrupting the familiarity and trust that took years to build. And according to a 2020 Ad Age survey, 60% of consumers couldn’t care less about logo redesigns unless they came with tangible benefits.
Take Gap, for example. In 2010, they unveiled a new logo that was supposed to feel modern and edgy. Instead, it sparked outrage. Loyal customers took to social media, calling it ‘generic’ and ‘soulless.’ Within a week, Gap scrapped the redesign and went back to the original.
Pepsi faced a similar challenge. Its 2008 redesign introduced a new asymmetrical globe logo, aiming for a sleek and youthful appeal. However, many consumers struggled to connect with the change, seeing it as unnecessary. In 2023, Pepsi reversed course, embracing nostalgia with a design that resembled its 1970s-90s branding.
Even luxury car brands like Jaguar have faced backlash for logo changes. Their recent transition to a simpler, flat logo has been criticized for losing the prestige and sophistication of its original emblem.
The lesson? Consumers don’t just buy your product—they buy the story, the familiarity, the emotional connection. Drastic changes can disconnect brands from their loyal audience, while strategic updates that honor brand heritage can reinforce recognition and emotional connection.
Rebranding must serve a clear business purpose beyond aesthetic appeal. If consumers do not perceive added value, the change is unlikely to drive positive results.
The Long-Term Impact: Rebranding ROI
Rebranding is a long-term investment, with the greatest returns often realized over time. While some rebrands deliver immediate sales boosts, the real value lies in strengthening brand relevance and consumer connections.
Coca-Cola has evolved subtly over decades, maintaining its core identity while staying relevant. Its “One Brand” strategy unified product lines under a cohesive global message, reinforcing its market dominance. The result? A brand value of $106 billion in 2024.
Old Spice successfully transitioned from an outdated “dad brand” to a bold, playful challenger through a mix of repositioning, design refresh, and disruptive marketing. The transformation led to a significant sales increase in the short term while cementing its relevance with younger audiences.
On the other hand, some brands initially moved away from their core identity, only to later recognize the need to restore key elements to reconnect with their audience:
Mountain Dew attempted to modernize by shortening its name to “Mtn Dew,” but this move diluted its adventurous, high-energy image. Over time, sales stagnated, and PepsiCo ultimately brought back “Mountain” and bold visuals to realign with its original essence.
Burberry simplified its logo and removed its iconic equestrian knight emblem to appear more modern. However, this stripped away much of the brand’s heritage and exclusivity. By 2023, Burberry reinstated its classic typography and emblem, acknowledging the importance of its legacy in maintaining customer loyalty.
So, before diving into a rebrand, ask yourself: Are you playing the long game, or just chasing short-term buzz? Because in branding, patience and strategy pay off—while impulsive changes often come at a high cost.
The Long-Term Impact: Rebranding ROI
Rebranding without a plan is like jumping out of a plane without a parachute—thrilling, but ultimately disastrous. To avoid a messy landing, here’s a five-step framework to guide your rebranding decisions:
- Conduct an Equity Audit: Start by identifying what makes your brand unique. What elements (logo, color scheme, tagline) resonate most with your audience? For example, when McDonald’s considered rebranding, they realized their golden arches were non-negotiable. The result? Subtle updates that kept the core identity intact.
- Assess Cultural Relevance Your brand doesn’t exist in a vacuum. Colors, symbols, and even typography can have different meanings across cultures. When Starbucks entered China, they adapted their store designs to reflect local aesthetics while maintaining their global identity.
- Balance Stakeholder Alignment with Consumer Data Here’s the hard truth: your CEO’s opinion doesn’t matter if it doesn’t align with consumer insights.
- Run Pre-Market Tests Don’t launch blind. Use A/B testing, focus groups, and AI-driven simulations to gauge consumer reactions. Learn from your mistakes, test early, test often.
- Define Success Metrics What does success look like? Is it increased sales, higher brand awareness, or stronger emotional connection? Set clear KPIs before you start, and measure relentlessly. Remember: if you can’t measure it, you can’t improve it
Final Thought: The Boldest Move Might Be Staying True to What Works
Rebranding isn’t inherently good or bad—it’s a high-stakes gamble. The smartest brands know that change for the sake of change is a losing bet. Instead, they master the delicate balance between evolution and familiarity.
So before you pull the trigger on a rebrand, ask yourself: Are you solving a real problem or just chasing the next shiny trend? In a world that’s obsessed with change, sometimes the boldest move is doubling down on what already works. Because a brand isn’t just a logo or a color palette—it’s a story, a promise, a relationship. And relationships aren’t built on fleeting trends. They’re built on trust.