Rebranding is sometimes a brilliant intervention and other times, it can boomerang right in the face.
It's like watching a magician pull a rabbit out of a hat only to find out it's actually a cat. In the ever-evolving world of marketing, companies occasionally decide to shake things up with a fresh coat of paint on their brand identity. However, not every makeover ends with applause and champagne toasts.
Here's a look at some recent rebranding catastrophes that left us scratching our heads and wondering, "What were they thinking?"
1. Twitter Rebranding to X
We cannot start this list without the most popular rebranding failure of a social media brand with a big-brained big wig like Elon Musk behind it. Twitter has long been synonymous with concise thoughts, breaking news, and the occasional viral cat video. So, when Twitter decided to change its familiar blue bird for a mysterious "X," the reaction was swift and not entirely positive.
Twitter had amassed significant brand equity over its 17-year existence. "Tweeting" had become a verb, and the little blue bird was as recognizable as a morning cup of coffee. Abruptly changing to "X" felt like trading in your trusty smartphone for a rotary dial phone - you can do it, but why? The new "X" logo left users scratching their heads. What does "X" signify? Is it a treasure map with a buried tweet at the end? The lack of a clear connection to Twitter's essence left many feeling like they were lost in the Bermuda Triangle of branding.
Implementing the rebrand seemed as hasty as a late-night tweetstorm. There was little preparation or explanation, causing glitches and user confusion akin to a poorly constructed tweet thread.
Elon Musk's impulsive decision to rebrand with a new name "X" left many wondering if there was a grand plan to reveal a new brand name. It simply lacked strategic vision. Moreover, it alienated the existing users and Twitter loyalists expressed feeling betrayed. The emotional connection was severed, leaving users wondering if they should start flocking to other social media nests.
What to Learn
Before hitting the rebrand button, ensure it aligns with your core values and resonates with your audience. Involve your community in the process, communicate clearly, and avoid making changes just for the sake of change. Remember, a successful rebrand should enhance, not erase, your trademark identity.
2. NOKIA's modernized logo
Nokia, once synonymous with indestructible phones and that catchy ringtone, decided it was time for a fresh look in 2023. Out went the familiar typeface, and in came a new logo that left some fans feeling nostalgic—for the old days.Nokia's original logo was as iconic as Snake on a brick phone screen. The new logo font design, however, seems to have misplaced the Nokia charm in a sea of minimalism, becoming less recognizable than a lost SIM card. The new logo is a significant departure from the classic Nokia typeface, with the letters stripped down and chopped up so much that it's more of a distant echo of the previous logo. This makes it less instantly recognizable as the Nokia brand.
The rebranded logo was implemented hastily and without adequate planning or communication to Nokia's user base, leading to widespread confusion and disconnection from the old traditions. The unsuccessful attempt at rebranding the old logo left loyal Nokia fans unsure of what to make of this radical change that seemed to ignore their attachment to the classic Nokia identity.
What to Learn
Before undertaking a logo redesign, ensure it enhances rather than diminishes your brand image and emotional connection with customers. Involve your community in the process to understand what aspects of your brand they value most. Communicate clearly about the reasons behind the change and give users time to adapt.
A successful rebrand evolves your brand while respecting its heritage and customer loyalty.
3. Slurpee's Gen Z Look & Feel
The beloved brain-freeze-inducing drink from convenience stores decided to shake things up with a rebrand aimed at capturing the hearts (and wallets) of Gen Z. However, what seemed like a trendy makeover turned into a brain freeze of a different kind for the brand.
Slurpee had built a nostalgic and iconic image with its classic logo and brand identity. The sudden shift to a graffiti-inspired "S" logo and bubble typography left many longtime fans wondering if they were still in line for a Slurpee or a new urban art exhibit.
The new visual identity was intended to be edgy and appeal to younger consumers, but it missed the mark by straying too far from Slurpee's playful and approachable image. The graffiti-style logo and bold colours clashed with the brand's laid-back vibe, creating confusion rather than cool. In the rush to connect with Gen Z, Slurpee overlooked the importance of maintaining continuity with its existing customer base. The dramatic rebranding with gaudy gradients and logotype failed to bridge the gap between tradition and modernity, resulting in a disconnect that left consumers feeling brain-frozen.
Longtime Slurpee enthusiasts felt estranged by the drastic departure from the familiar look and feel. The attempt to attract a younger demographic ended up excluding the very customers who had been loyal to Slurpee for decades.
4. Aberdeen's Rebrand to ABRDN
In 2021, Standard Life Aberdeen decided it was time for a makeover and unveiled its new identity as ABRDN. However, what was intended to be a modernization effort ended up raising eyebrows and questions about the brand's direction. Although the vowels were dropped, confusion was added.
The decision to drop vowels from "Aberdeen" left behind a legacy of brand equity built over decades. The new name, ABRDN, appeared more like a texting abbreviation than a respected financial services provider, confusing rather than clarifying the brand's identity. The rebranding with a new name and mobile-view-first logo was meant to signal a fresh start and modernity, but the abstract name failed to convey the company's core business and financial expertise, leading to ambiguity among investors and customers alike.
To add insult to injury, the simplified name ABRDN raised potential trademark issues and added complexity in protecting the brand's identity. Competing with existing abbreviations and acronyms in the financial sector posed challenges in establishing a distinct market presence.
What to Learn
When considering a rebrand, carefully evaluate the impact on brand equity and customer perception. Ensure the new identity aligns with your company's values and effectively communicates its core strengths. Communicate openly with stakeholders about the reasons behind the rebrand and involve them in the process to build acceptance and understanding. A successful rebrand should enhance clarity and strengthen brand identity, not create confusion or dilute established trust.
5. Western Union's inconsistent rebranding
This stalwart in money transfer services has seen its fair share of brand transformations over the years. However, the lack of consistency and clarity in its rebranding efforts has left both customers and industry observers puzzled. With multiple rebranding attempts, Western Union has struggled to maintain a consistent brand identity. Each change has diluted the recognition and association customers have with the brand, leading to confusion in the marketplace.
The various rebranding efforts have failed to clearly define Western Union's core purpose and value proposition. As the company expanded into new business-to-business (B2B) payment services, the lack of a cohesive brand strategy has left customers uncertain about what WU truly stands for. Western Union possesses significant name recognition in the consumer money transfer market. However, the rebranding attempts have not effectively capitalized on this existing brand equity. Instead, they have introduced changes that have distanced the company from its established identity and market perception.
What to Learn
Consistency is key to maintaining brand equity and customer trust. When considering a rebrand, ensure it aligns with your core values and effectively communicates your company's mission and strengths. Take into account the perceptions and expectations of your existing customer base, and strive to build upon, rather than disrupt, the emotional connections they have with your brand. A strategic rebranding effort should reinforce your brand's relevance and differentiation in the marketplace while respecting its heritage and existing customer relationships.
