{"id":"13955","date":"2024-02-07T18:44:21","date_gmt":"2024-02-08T02:44:21","guid":{"rendered":"https:\/\/blog.pickfu.com\/?p=13955"},"modified":"2024-04-26T21:31:42","modified_gmt":"2024-04-27T04:31:42","slug":"bad-rebrands","status":"publish","type":"post","link":"https:\/\/blog.pickfu.com\/bad-rebrands\/","title":{"rendered":"Tips to avoid a bad rebrand (with examples)"},"content":{"rendered":"\n<p>Are you loyal to specific brands when buying products? You\u2019re not alone \u2013 a 2022 report from Salsify <a href=\"https:\/\/www.salsify.com\/resources\/report\/content-2022-salsify-consumer-research-the-value-of-building-brand-trust\">found that 46% of Americans look for brands they know and trust<\/a>, and that number is only climbing.<\/p>\n\n\n\n<p>A great brand identity is instantly recognizable, helps build trust, and reflects what the company or product is all about. But with competition in almost every industry at an all-time high, it&#8217;s harder than ever to foster brand recognition.<\/p>\n\n\n\n<p>The Deloitte CMO report in 2023 learned that businesses are spending <a href=\"https:\/\/cmosurvey.org\/wp-content\/uploads\/2023\/03\/The_CMO_Survey-Topline_Report-March_2023.pdf\">12.3% of their budget on marketing efforts, and of that 9.7% on brand strategy and awareness<\/a>. That\u2019s up from 4.6% in 2021 \u2013 nearly double.&nbsp;<\/p>\n\n\n\n<p>Put simply: branding is a critical part of a company\u2019s success and a huge part of discretionary spending. And if you decide to rebrand, bad branding can sink your business almost overnight.<\/p>\n\n\n\n<p>That\u2019s why it\u2019s so important to get your rebranding right. Before we get into our examples of bad rebrands and tips for avoiding them, let\u2019s do a recap on the basics.<\/p>\n\n\n<div role=\"navigation\" aria-label=\"Table of Contents\" class=\"simpletoc wp-block-simpletoc-toc\"><h2 style=\"margin: 0;\"><button type=\"button\" aria-expanded=\"false\" aria-controls=\"simpletoc-content-container\" class=\"simpletoc-collapsible\">Table of Contents<span class=\"simpletoc-icon\" aria-hidden=\"true\"><\/span><\/button><\/h2><div id=\"simpletoc-content-container\" class=\"simpletoc-content\"><ul class=\"simpletoc-list\">\n<li><a href=\"#what-is-rebrandingnbsp\">What is rebranding?&nbsp;<\/a><\/li>\n<li><a href=\"#why-do-companies-rebrandnbsp\">Why do companies rebrand?&nbsp;<\/a><\/li>\n<li><a href=\"#common-rebranding-mistakes\">Common rebranding mistakes<\/a><\/li>\n<li><a href=\"#5-bad-rebrands-and-how-to-avoid-their-mistakes\">5 bad rebrands (and how to avoid their mistakes)<\/a>\n<ul><li>\n<a href=\"#1-a-poorly-krafted-modernizationnbsp\">1. A poorly \u201cKrafted\u201d modernization&nbsp;<\/a>\n<ul><li>\n<a href=\"#how-to-avoid-the-kraft-rebrand-errors\">How to avoid the Kraft rebrand errors<\/a><\/li>\n<\/ul>\n<\/li>\n<li><a href=\"#2-a-gap-between-company-and-customernbsp\">2. A \u201cGap\u201d between company and customer&nbsp;<\/a>\n<ul><li>\n<a href=\"#how-to-avoid-gaps-mistakes\">How to avoid Gap\u2019s mistakes<\/a><\/li>\n<\/ul>\n<\/li>\n<li><a href=\"#3-taking-the-tropic-out-of-tropicananbsp\">3. Taking the tropic out of Tropicana&nbsp;<\/a>\n<ul><li>\n<a href=\"#how-to-avoid-tropicanas-rebrand-blundernbsp\">How to avoid Tropicana\u2019s rebrand blunder&nbsp;<\/a><\/li>\n<\/ul>\n<\/li>\n<li><a href=\"#4-a-mastercard-masterclass-in-making-things-worsenbsp\">4. A Mastercard masterclass in making things worse&nbsp;<\/a>\n<ul><li>\n<a href=\"#how-to-avoid-the-mastercard-messup\">How to avoid the Mastercard mess-up<\/a><\/li>\n<\/ul>\n<\/li>\n<li><a href=\"#5-thank-goodness-its-not-friday\">5. Thank goodness it\u2019s not Friday<\/a>\n<ul><li>\n<a href=\"#how-to-avoid-a-tgi-fridays-fumble\">How to avoid a TGI Fridays fumble<\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li><a href=\"#the-key-to-a-successful-rebrand-testing-with-consumers\">The key to a successful rebrand: testing with consumers<\/a>\n<ul><li>\n<a href=\"#example\">Example<\/a><\/li>\n<\/ul>\n<\/li>\n<li><a href=\"#rebranding-faqs\">Rebranding FAQS<\/a>\n<ul><li>\n<a href=\"#how-do-you-rebrand-a-company\">How do you rebrand a company?<\/a><\/li>\n<li><a href=\"#what-are-some-famous-rebranding-failures-in-business-history\">What are some famous rebranding failures in business history?<\/a><\/li>\n<\/ul>\n<\/li><\/ul><\/div><\/div>\n\n<h2 class=\"wp-block-heading\" id=\"what-is-rebrandingnbsp\">What is rebranding? <\/h2>\n\n\n<p>Rebranding is a way to reestablish or redefine your company by changing its logo, brand colors, messaging, or sometimes even its name. The most obvious first step is a new logo, followed by new style guidelines and brand identity work, including color palettes, slogan, taglines, and more.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"why-do-companies-rebrandnbsp\">Why do companies rebrand? <\/h2>\n\n\n<p>A rebrand allows a company to reset and readjust its position in the market, attract new customers, and re-engage its target audience.<\/p>\n\n\n\n<p>Sometimes a brand is trying to shake off a bad image, step forward into a more modern identity, or simply address growing competition.<\/p>\n\n\n\n<p>Changing customer values and attitudes are also a good reason to reinvent a brand. The growing wave of eco-conscious consumers is also driving some companies to rebrand, such as Tropicana and BP, which we\u2019ll touch on later.&nbsp;<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"common-rebranding-mistakes\">Common rebranding mistakes<\/h2>\n\n\n<p>Rebranding is a risky and delicate business. The majority of rebranding mistakes come down to a handful of avoidable errors. These include:&nbsp;<\/p>\n\n\n\n<ul>\n<li>Rebranding for the sake of rebranding&nbsp;<\/li>\n\n\n\n<li>Not understanding your brand\u2019s value&nbsp;<\/li>\n\n\n\n<li>Complex and badly designed logos<\/li>\n\n\n\n<li>Using outdated styles and typefaces<\/li>\n\n\n\n<li>Ignoring your ideal customers<\/li>\n\n\n\n<li>Not communicating your rebrand to the market<\/li>\n<\/ul>\n\n\n<h2 class=\"wp-block-heading\" id=\"5-bad-rebrands-and-how-to-avoid-their-mistakes\">5 bad rebrands (and how to avoid their mistakes)<\/h2>\n\n\n<p>The rise of social media has made rebranding faux pas even more dangerous, as customers and the general public have more channels than ever to complain, revolt, or even mock bad examples.&nbsp;<\/p>\n\n\n\n<p>Here are some famous failed rebrands, plus tips for avoiding their mistakes:&nbsp;<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"1-a-poorly-krafted-modernizationnbsp\">1. A poorly \u201cKrafted\u201d modernization <\/h3>\n\n\n<p>Kraft is an icon in North American homes and around the world. The brand sells its famous Kraft Mac &amp; Cheese dinner (KD in Canada) as well as countless spreads, condiments, and other foods. You\u2019d be hard-pressed to find a pantry in its target region that doesn\u2019t have a Kraft product in it.<\/p>\n\n\n\n<p>Kraft was founded in 1923, and its red and white oval with the blue \u201cKraft\u201d name in the center was its logo from 1988 until 2009, when the corporation attempted a dramatic rebrand.<\/p>\n\n\n\n<p>They changed their simple and well-known logo into a complex blend of mismatched fonts, colors, and even a new slogan.<\/p>\n\n\n\n<p>The \u201ckraftfoods\u201d logo was largely hated, with many customers failing to understand the relevance of the new color burst addition. The slogan \u201cMake today delicious\u201d in a multi-color font was hard to read and didn\u2019t blend with the rest of the design.&nbsp;<\/p>\n\n\n\n<p>It only took a few months for Kraft to revert to the old logo, this time changing the all-caps name for a sentence case version.<\/p>\n\n\n\n<p>The rebrand failed because it was complicated, and because it went against the brand\u2019s core values in consumers\u2019 eyes. As a reliable staple in American kitchens, the logo had earned generations of trust. The confusing new version alienated key customers.<\/p>\n\n\n<h4 class=\"wp-block-heading\" id=\"how-to-avoid-the-kraft-rebrand-errors\">How to avoid the Kraft rebrand errors<\/h4>\n\n\n<p>Once again, a lack of public consultation hurt this brand. They didn\u2019t fully understand why customers loved the company and sought it out on shelves. The simple, reliable formula that made it ubiquitous in kitchens was thrown out entirely in the rebrand.&nbsp;<\/p>\n\n\n\n<p>With no real rationale behind the dramatic overhaul, and a design that lacked cohesion, Kraft customers felt like they\u2019d been left behind.<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"2-a-gap-between-company-and-customernbsp\">2. A \u201cGap\u201d between company and customer <\/h3>\n\n\n<p>At the end of the 2008 Lehman shock and the ensuing recession, Gap, a popular clothing retailer, was facing a heavy downturn with a 12% drop in sales. Even scarier for the board of directors, Gap suffered a 40% decline in the share price.&nbsp;<\/p>\n\n\n\n<p>Drastic times call for drastic measures, and the board decided to spend some $100 million on a high-level rebrand.&nbsp;<\/p>\n\n\n\n<p>The problem? There was no real reason for the rebrand. It was a rebrand for the sake of rebranding, in hopes it would help lift sales. There was no public consultation, no communication, and no purpose. Nothing in stores or in Gap\u2019s offerings changed \u2013 just the brand.<\/p>\n\n\n\n<p>Worse, the simple and iconic Gap logo adopted an outdated font, Helvetica. It also added a nondescript, confusing, and basic blue square with a gradient color change (in a supposed homage to the original logo\u2019s blue box). The logo looked generic and uninspired, while also being more complex than the previous version.<\/p>\n\n\n\n<p>The negative reception to the sudden logo change was loud and boisterous, especially online. Gap board members watched as their 20-year-old brand became a laughingstock. There was even a parody site with a \u201cMake your own Gap logo\u201d generator where users created thousands of unflattering versions of the logo.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/gap-logo-website-screenshot-desktop.png\"><img decoding=\"async\" loading=\"lazy\" width=\"970\" height=\"588\" src=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/gap-logo-website-screenshot-desktop-970x588.png\" alt=\"gap-logo-website-screenshot-desktop\" class=\"wp-image-13960\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/gap-logo-website-screenshot-desktop-970x588.png 970w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/gap-logo-website-screenshot-desktop-470x285.png 470w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/gap-logo-website-screenshot-desktop-768x465.png 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/gap-logo-website-screenshot-desktop-725x439.png 725w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/gap-logo-website-screenshot-desktop-540x327.png 540w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/gap-logo-website-screenshot-desktop-345x209.png 345w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/gap-logo-website-screenshot-desktop-300x182.png 300w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/gap-logo-website-screenshot-desktop-286x173.png 286w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/gap-logo-website-screenshot-desktop-120x73.png 120w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/gap-logo-website-screenshot-desktop-126x76.png 126w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/gap-logo-website-screenshot-desktop-129x78.png 129w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/gap-logo-website-screenshot-desktop.png 1170w\" sizes=\"(max-width: 970px) 100vw, 970px\" \/><\/a><\/figure>\n\n\n\n<p>Within a week, Gap reverted back to its original logo.<\/p>\n\n\n<h4 class=\"wp-block-heading\" id=\"how-to-avoid-gaps-mistakes\">How to avoid Gap\u2019s mistakes<\/h4>\n\n\n<p>A rebrand needs to be meaningful in order to successfully connect with customers. Fans of a brand will be frustrated if the logo suddenly changes for no apparent reason.<\/p>\n\n\n\n<p>Other problems were a lack of consultation with their consumers and a lack of awareness of public tastes and trends.<\/p>\n\n\n\n<p>Public consultation would have highlighted the fundamental design problems before launch. Gap should also have positioned the rebrand alongside some other shift in the company\u2019s direction, rather than simply abandon its hard-won brand recognition and loyalty.<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"3-taking-the-tropic-out-of-tropicananbsp\">3. Taking the tropic out of Tropicana <\/h3>\n\n\n<p>There are examples of well-executed \u201cgreen\u201d (sustainability-focused) rebrands in the world. British Petroleum (BP) changed its logo from a dated shield to green \u201cflower\u201d with a simple \u201cbp\u201d logo in small letters. The redesign is unusual in that it was a more complex logo, but one that actually worked. BP\u2019s logo tried to convey the company\u2019s shift toward better environmental practices, and it largely worked.<\/p>\n\n\n\n<p>We\u2019re bringing up this example to highlight that sometimes having a good reason behind a rebrand still isn\u2019t enough to make it work.<\/p>\n\n\n\n<p>Orange juice icon Tropicana also tried to \u201cgreen up\u201d its brand image while capitalizing on the \u201c100% natural\u201d trend that was sweeping the food and beverage industry. In 2009, perhaps also motivated by the great recession, Tropicana turfed its old carton design for a new one.&nbsp;<\/p>\n\n\n\n<p>Key changes included replacing the original orange with a plastic straw in it with a glass of juice. The imagery was supposed to suggest more sustainable practices by forgoing plastic straws in favor of a reusable glass. Unfortunately, the yellow liquid was unappealing, and the glass was hard to see.<\/p>\n\n\n\n<p>They also removed the large \u201cno pulp\u201d label and replaced it with \u201c100% orange, pure and natural.\u201d Again, this was to cash in on the trend for more \u201cnatural\u201d food products.&nbsp;<\/p>\n\n\n\n<p>Lastly, they changed the original logo, rotated it 90 degrees, and made it harder to read.&nbsp;<\/p>\n\n\n\n<p>This dramatic change was too much all at once and failed to take into account the brand\u2019s main selling points. The orange and the straw were familiar and reassuring for customers, and the logo was easy to find.<\/p>\n\n\n\n<p>The sudden change also made the \u201c100% orange, pure and natural\u201d claim feel untrustworthy, and made consumers question their previous faith in the brand.<\/p>\n\n\n\n<p>The mistake cost Tropicana an estimated $30 million after sales slumped 20%. The carton design was replaced by its predecessor within months.<\/p>\n\n\n<h4 class=\"wp-block-heading\" id=\"how-to-avoid-tropicanas-rebrand-blundernbsp\">How to avoid Tropicana\u2019s rebrand blunder <\/h4>\n\n\n<p>Tropicana is guilty of taking a wholesale redesign without engaging customers for their opinions. With this change, they distanced themselves from their target audience, erased the inherent trust that consumers had, and lost the appeal they\u2019d built.<\/p>\n\n\n\n<p>With more public consultation, a more iterative approach to the redesign, and with a keener eye on what their customers liked about the brand, Tropicana could have saved a lot of time and money.<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"4-a-mastercard-masterclass-in-making-things-worsenbsp\">4. A Mastercard masterclass in making things worse <\/h3>\n\n\n<p>If your logo is one of the most well-known in the world, don\u2019t make drastic changes. Mastercard\u2019s admittedly dated two-ring logo might have been worth refreshing, but the company\u2019s attempt took things too far. For one, they made the logo far too complicated by adding a third ring, which was both semi-opaque and offset from the center of the other two.&nbsp;<\/p>\n\n\n\n<p>It was complex, and confusing, and created a weird magic-eye effect that alienated customers. Then Mastercard decided to only use the new logo for corporate communications, and the old logo for consumer-facing purposes.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/confused-customers.jpg\"><img decoding=\"async\" loading=\"lazy\" width=\"970\" height=\"554\" src=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/confused-customers-970x554.jpg\" alt=\"confused-customers\" class=\"wp-image-13963\" style=\"aspect-ratio:1.7509025270758123;width:494px;height:auto\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/confused-customers-970x554.jpg 970w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/confused-customers-470x269.jpg 470w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/confused-customers-768x439.jpg 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/confused-customers-1536x878.jpg 1536w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/confused-customers-725x414.jpg 725w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/confused-customers-540x309.jpg 540w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/confused-customers-345x197.jpg 345w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/confused-customers-300x171.jpg 300w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/confused-customers-286x163.jpg 286w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/confused-customers-120x69.jpg 120w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/confused-customers-126x72.jpg 126w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/confused-customers-129x74.jpg 129w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/02\/confused-customers.jpg 1792w\" sizes=\"(max-width: 970px) 100vw, 970px\" \/><\/a><\/figure>\n\n\n\n<p>Users couldn\u2019t figure out what it was all supposed to mean and complained loudly.&nbsp;<\/p>\n\n\n\n<p>Eventually, the company went back to its simple design style, but tweaked it slightly to make it feel more modern.<\/p>\n\n\n<h4 class=\"wp-block-heading\" id=\"how-to-avoid-the-mastercard-messup\">How to avoid the Mastercard mess-up<\/h4>\n\n\n<p>As the adage goes: if it ain\u2019t broke, don\u2019t fix it. Simple is almost always better. Mastercard was too ambitious with its redesign, and spent a reported $1.5 million on the concept without engaging its users.<\/p>\n\n\n\n<p>This rebrand failed to take into account the sentiment of the target market and customer base, while also trying to do too much all at once.<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"5-thank-goodness-its-not-friday\">5. Thank goodness it\u2019s not Friday<\/h3>\n\n\n<p>TGI Fridays is a clever and celebrated company name. The cheeky family eatery is one of the most well-known restaurant chains and has captured the hearts and minds of working families.<\/p>\n\n\n\n<p>By removing the red-and-white stripes that evoked traditional pubs and barbershops, the brand was already moving away from its folksy roots. When they removed the \u201cTGI\u201d from the name in many markets, they took the essence of the establishment right out of the equation. No amount of flair can make up for the loss of whimsy \u2013 and whimsy is a key part of TGI\u2019s charm.<\/p>\n\n\n<h4 class=\"wp-block-heading\" id=\"how-to-avoid-a-tgi-fridays-fumble\">How to avoid a TGI Fridays fumble<\/h4>\n\n\n<p>Short answer: be mindful of what makes your company stand out. Brands spend time, energy, and millions of dollars creating a unique selling proposition and differentiating themselves from the market. TGI Fridays seemed to have an identity crisis during their rebrand.<\/p>\n\n\n\n<p>This could be avoided with more public consultation, a deeper understanding of their brand value, and a more well-considered plan. It doesn\u2019t seem like there was a real need for a rebrand here, so it\u2019s hard to understand the method behind it.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"the-key-to-a-successful-rebrand-testing-with-consumers\">The key to a successful rebrand: testing with consumers<\/h2>\n\n\n<p>The key themes that keep popping up in these rebrand fail examples are A) failing to talk to their customers, and B) lack of <a href=\"https:\/\/www.pickfu.com\/blog\/brand-market-research\/\" class=\"ek-link\">brand market research<\/a>.<\/p>\n\n\n\n<p>Including your customers and target market throughout the research and design process can help your brand spot potential flaws early \u2013 and avoid costly mistakes.<\/p>\n\n\n\n<p>You don\u2019t even need to spend thousands of dollars or months of time on consumer research when rebranding, especially if you\u2019re a small or midsize business (SMB) and not a huge enterprise like the ones we\u2019ve mentioned above.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.pickfu.com\">PickFu<\/a> is a consumer insights platform that gives brands quick, easy access to a survey pool of over 15 million people across 90+ demographic subsets. By running polls in PickFu, your brand can test logo designs, slogans, and more with real consumers in your target audience.<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"example\">Example<\/h3>\n\n\n<p>Nokia is another company that had a poorly executed rebrand recently. The Swedish company was known for building ultra-tough and reliable mobile phones throughout the early 2000s. After the rise of the smartphone, Nokia pivoted to providing the infrastructure and networking hardware that powers our cell phone networks and internet systems.<\/p>\n\n\n\n<p>Its 2023 rebrand aimed to move the company\u2019s public persona beyond it cell phone legacy and reflect its changed mission and role in the technology industry.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/heeJ8rJ6mr9NP_oRjrgSVyYbptANqhYHIMOvRpJcqXgkdpXkHZo39snx3qtqQXJfjP6HL36143x6rRwOqZx4fSrCdmEk9qxTuf_iSeu9T9bsOJBFy0cPFL4ZfOP9YhOhK9VtlHxY1oQXlY0yEe317A\" alt=\"Nokia vs. Nokia, previous logo vs. old logo.\n\"\/><\/figure>\n\n\n\n<p>In a <a href=\"https:\/\/www.pickfu.com\/products\/head-to-head-polls\">Head-to-Head poll<\/a> in PickFu, we <a href=\"https:\/\/www.pickfu.com\/results\/ngvMiQIHa0\">asked consumers to rate the new Nokia logo versus the old<\/a>. While users overwhelmingly preferred the old version, these results are more than just a simple popularity test.<\/p>\n\n\n\n<p>Every respondent also includes written feedback on why they chose the option they did. PickFu\u2019s built-in AI tools also parse through the comments to extract actionable insights brands can use to refine their direction.&nbsp;<\/p>\n\n\n\n<p><em>\u201cIn this survey comparing two versions of the Nokia logo, the old version (Option A) emerged as the clear winner with 25 out of 30 votes. The characteristics that made Option A stand out were its legibility and familiarity. Respondents consistently mentioned that they preferred the older version because it was easier to read, had a simpler design, and evoked a sense of nostalgia. On the other hand, Option B was criticized for being difficult to read due to missing parts of letters and for lacking recognition value. The winning option&#8217;s strong brand recognition and simplicity seemed to resonate with respondents, leading them to choose it over the newer alternative.\u201d<\/em><\/p>\n\n\n\n<p>This feedback could have given Nokia a more successful <a href=\"https:\/\/www.pickfu.com\/blog\/rebranding-logo-design\/\" class=\"ek-link\">rebranding logo design<\/a> by giving the company three points to work on: simplicity, readability, and nostalgia.<\/p>\n\n\n\n<p>You can also use PickFu <a href=\"https:\/\/www.pickfu.com\/products\/ranked-polls\">Ranked polls to assess multiple options<\/a> of logo designs and help refine your direction. In some cases, PickFu\u2019s <a href=\"https:\/\/www.pickfu.com\/products\/open-ended-polls\">Open-Ended polls<\/a> can help brands assess whether a rebrand is even necessary with a <a href=\"https:\/\/www.pickfu.com\/blog\/brand-name-test\/\" class=\"ek-link\">brand name test<\/a> \u2013 just ask a question about your current or hypothetical new brand, and respondents will provide open-ended feedback.<\/p>\n\n\n\n<p>Rebranding yourself or your company successfully is easy to do \u2013 IF you spend the time and energy conducting market research and listening to your ideal customers.<\/p>\n\n\n\n<p>Try running polls in PickFu to get feedback on your branding and avoid a rebranding disaster. You\u2019ll get feedback within a few hours, and polls start at just $15. <a href=\"https:\/\/www.pickfu.com\/users\/sign_up\">Sign up for free today<\/a> to improve your chances of rebranding success!<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"rebranding-faqs\">Rebranding FAQS<\/h2>\n\n<h3 class=\"wp-block-heading\" id=\"how-do-you-rebrand-a-company\"><a href=\"https:\/\/www.pickfu.com\/blog\/how-to-rebrand-a-company\/\" class=\"ek-link\">How do you rebrand a company?<\/a><\/h3>\n\n\n<p>In simple terms, a rebrand changes a company\u2019s visual identity, usually through a new logo, new brand colors, new packaging, etc.<\/p>\n\n\n\n<p>The rebranding process involves assessing the need for a rebrand, researching customer wants and trends, and then potentially redesigning your logo, changing the brand name, or changing your color palette.&nbsp;<\/p>\n\n\n\n<p>Rebranding is deceptively hard. Companies need to come up with their rebranding concept and strategy, test it with their target market, and finally communicate the new brand image to the world.<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"what-are-some-famous-rebranding-failures-in-business-history\">What are some famous rebranding failures in business history?<\/h3>\n\n\n<p>Some more failed rebranding efforts include:&nbsp;<\/p>\n\n\n\n<ul>\n<li>Pepsi: a complicated logo update that seemed pointless&nbsp;<\/li>\n\n\n\n<li>Royal Mail: a rebrand to Consignia that confused customers&nbsp;<\/li>\n\n\n\n<li>Radio Shack: its rebrand to \u201cThe Shack\u201d with a logo that read \u201cRadio Shack, The Shack\u201d failed to convey the brand\u2019s desire to reinvent itself as a modern tech store<\/li>\n<\/ul>\n<style class=\"advgb-styles-renderer\">html { scroll-behavior: smooth; }<\/style>","protected":""},"excerpt":{"rendered":"<p>Are you loyal to specific brands when buying products? You\u2019re not alone \u2013 a 2022 report from Salsify found that 46% of Americans look for brands they know and trust, &#8230;<\/p>\n","protected":""},"author":"46","featured_media":"13956","comment_status":"open","ping_status":"open","sticky":"","template":"","format":"standard","meta":{"_editorskit_title_hidden":"","_editorskit_reading_time":"0","_editorskit_is_block_options_detached":"","_editorskit_block_options_position":"{}","advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":""},"categories":["25","29","26"],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tips to avoid a bad rebrand (with examples) - The PickFu blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.pickfu.com\/bad-rebrands\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tips to avoid a bad rebrand (with examples) - The PickFu blog\" \/>\n<meta property=\"og:description\" content=\"Are you loyal to specific brands when buying products? 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