HBO Go. HBO Now. HBO Max. Max. Then HBO Max again. Five names in 15 years, and Warner Bros. Discovery still is not done figuring…
Gap lost millions in a week. Tropicana watched sales crater by 20%. Both because of a rebrand gone wrong. So what is rebranding, and why…
Gap lasted six days. Tropicana lost $30 million in sales within two months. A bad rebrand announcement can undo years of brand equity overnight. But…
In May 2023, Peloton told the world it was no longer a bike company. The Peloton rebranding shifted the entire business from selling premium hardware…
Most brands think they have positioning. What they actually have is a tagline and a hope. Real brand positioning is the reason Volvo owns safety,…
Facebook became Meta. Twitter became X. Dunkin’ Donuts dropped the donuts. The list of companies that rebranded keeps growing, and each one tells a different…
Most rebrands fail because of missed steps, not bad design. A forgotten 301 redirect, an unregistered trademark, or an internal team that finds out about…
Three years ago, Banana Republic was bleeding money. Gap Inc. was closing hundreds of stores, and nobody could explain why the brand existed alongside Gap…
Some brands age like fine wine. Others age like milk. The companies that need rebranding right now share a few things in common: declining customer…
Most rebrands fail because companies start designing before they start thinking. The right rebranding questions separate a strategic brand identity change from an expensive mistake.…
Gap pulled its new logo in 6 days. Tropicana lost $30 million in sales in under two months. Twitter’s rebrand to X wiped out billions…
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