A rebrand can refresh a company. But some changes upset customers. Here are three well-known examples.
Key Facts
- Gap changed its logo in 2010 and quickly reversed it
- Tropicana’s 2009 pack redesign was reversed
- Jaguar’s 2024 rebrand drew criticism
- Rebrands can confuse loyal customers
Gap, 2010
Gap dropped its new logo after an online outcry, the BBC reported.
Tropicana, 2009
Tropicana’s new packaging was reversed after sales fell, Bloomberg reported.
Jaguar, 2024
Jaguar replaced its leaping cat logo. The company defended the change, CNBC reported.
Lessons
- Listen to customers
- Test changes first
- Keep what people love
Frequently Asked Questions
Which company reversed a logo in 2010?
Gap.
Why did Tropicana change back?
Sales fell after the redesign.
Why do rebrands fail?
They can confuse loyal customers.
Conclusion
A good rebrand keeps what customers value.
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