Best And Worst rebrandings 2024

Recently, many brands have embarked on rebranding journeys, reinventing their visual identities to align with new market trends. Some have opted for more graphic designs, while others have favored simplicity to facilitate communication and ensure greater flexibility across various platforms.

Rebranding is a crucial step for any business. When executed well, it can attract new customers, enhance visibility, and harmonize the brand image—particularly for large companies aiming to establish themselves internationally or expanding franchises. However, this process also carries risks, as several recent examples illustrate.

I. What is Rebranding?

Rebranding is a marketing strategy that involves redefining a company's image by changing its name, logo, slogan, or overall visual identity. This process often aims to modernize the brand's perception, adapt to market changes, or reflect a significant strategic shift.

Common reasons for rebranding:

Market evolution: Consumer tastes change, new trends emerge, and companies must adapt to stay competitive.
Strategic change: A new strategic direction, such as product diversification, may require an updated brand identity.
Mergers/Acquisitions: When a company merges with or acquires another, rebranding can be necessary to create a cohesive identity.
Reputation issues: A brand that has suffered image damage may choose to rebrand to reposition itself in the market.

Potential impact of rebranding on a business: A successful rebranding can revitalize a brand, attract new customers, and strengthen existing customer loyalty. However, poorly executed rebranding can lead to a loss of brand recognition, consumer confusion, and, in some cases, a decline in sales.

II. Key Elements of a Successful Rebranding

A successful rebranding relies on several essential factors:

In-depth research: Before starting a rebranding, it’s crucial to understand the market, target audience, and current trends thoroughly. A SWOT analysis can be instrumental in identifying areas for improvement.
Understanding the target audience: The rebranding must align with the needs and expectations of the target audience. It’s vital that the new brand identity resonates with them.
Consistency with company values: The new branding must stay true to the company’s core values. Any dissonance can lead to a loss of consumer trust.
Execution and timing: The timing and manner in which the rebranding is executed are critical. A poorly planned launch can undermine the impact of the rebranding.

III. Case Studies: Successful Rebrandings

Lydia (now Sumeria): Lydia, initially recognized for its mobile payment app, took a significant step by rebranding as Sumeria. This rebranding reflects the brand’s evolution into a comprehensive digital banking platform, encompassing much more than the payment services that originally made it famous. Inspired by Revolut, not in terms of its banking offerings but in the ergonomics and design of its application, Sumeria adopted a more streamlined and intuitive user interface. Additionally, the rebranding emphasized enhanced card personalization, allowing users to customize their banking cards further, similar to what Revolut offers. This approach has strengthened customer engagement and their sense of belonging to the brand. Through this inspired revamp, Sumeria successfully positioned itself as a key player in the digital banking sector, attracting new customers while continuing to satisfy existing users. This rebranding has allowed Lydia to remain competitive and relevant in a constantly evolving market, where ergonomics and design play a crucial role in customer retention.

Tupperware: Since its founding in 1946, Tupperware has become an icon in household products, synonymous with innovation in food storage. However, over time, the brand began to be seen as outdated and disconnected from the expectations of new generations. Aware of this gap, Tupperware undertook a strategic rebranding to modernize its image while remaining true to its heritage. This rebranding involved more than just a logo change. Tupperware redefined its visual identity with brighter colors and a more contemporary design to attract a younger audience. At the same time, the brand launched bold advertising campaigns, highlighting not only the quality of its products but also its commitment to sustainability and reducing food waste. Moreover, Tupperware introduced new products aligned with current consumer concerns, such as more eco-friendly storage solutions. This integrated approach revitalized Tupperware's image, allowing it to connect with a new audience while retaining its loyal customer base. The success of this rebranding demonstrates how a brand can evolve while staying connected to its roots, meeting the needs of a constantly changing market.

Brevo (formerly Sendinblue): Sendinblue, initially recognized for its digital marketing services, underwent a major rebranding to become Brevo. This transformation aimed to better reflect the company’s evolution, which, over time, had expanded its offerings well beyond simple email marketing campaigns. Brevo now embodies a comprehensive platform integrating CRM tools, multichannel marketing solutions, and advanced features for managing all customer interactions. The choice of the name "Brevo" marks a clear break from the past, symbolizing the growth and success the company aims to inspire in its users. Along with this new name, the brand also adopted a more modern and dynamic visual identity, designed to better align with its global ambitions. This rebranding was widely praised for its ability to reposition the company in an evolving market while retaining the trust of its users. Thanks to strategic communication and a focus on innovation, Brevo attracted a more diverse clientele, further strengthening its position as a major player in marketing technology and customer relationship management.

IV. Case Studies: Failed or Misguided Rebrandings

Cdiscount: Known as a giant in online retail in France, Cdiscount embarked on a rebranding to reposition itself amid growing competition. The goal was to modernize its image and attract a broader, more diverse customer base. However, this transformation did not entirely succeed. The new branding, although more streamlined and modern, was criticized for losing some of the distinct identity that had made Cdiscount a go-to brand for good deals. The redesigned website appeared more professional but also more impersonal, reducing the sense of closeness with customers. This evolution alienated some loyal customers who had connected with the brand’s more direct and accessible nature. Ironically, this type of rebranding, with its more minimalist and sleek aesthetic, would have been perfectly suited to a streetwear brand, where image is as important as the product. However, for a brand like Cdiscount, whose strength lies in its positioning as an accessible and consumer-friendly retailer, this repositioning led to a disconnect with its existing customer base. This transformation shows that modernizing a brand’s image, if not properly balanced with the elements that made the company successful in the first place, can dilute the brand’s identity and lead to a loss of customer loyalty.

Center Parcs: Center Parcs, known for its nature-focused vacation villages and family-friendly atmosphere, recently undertook a rebranding to modernize its image. However, this transformation has been criticized for rendering the brand’s identity bland and impersonal, making it resemble a rental site like Airbnb rather than an immersive family experience. While the brand did not revert the changes, the current identity seems disconnected from what customers expect from Center Parcs: a warm, natural experience.

V. Lessons Learned from Successful and Failed Rebrandings

By comparing successful rebrandings with those that failed, several lessons can be drawn: