Curated Media

Companies are always looking for ways to increase sales and enhance market awareness. Sometimes this involves rebranding, which can make sense – companies that are willing to adapt tend to remain relevant within the market. But sometimes, rebranding can fail to meet expectations or may even do damage. Last week, we looked at how Trainline had got its recent rebrand right. This week, we look at rebrands that have gone wrong.The Danger of RebrandingRebranding can be expensive. Focus groups, strategic debate, market research and prototype creation don’t tend to come cheap. Nor is it a safe investment. A failed rebrand is money down the drain, particularly for companies that have to revert to the established logo/name of old because customers couldn’t relate to, or didn’t like, the new brand. We take a look at some of the companies that have received negative press because of a rebrand, with some even having...