JCPenney’s massive financial slump follows a failed rebranding attempt by Ron Johnson who took Ullman’s place in 2011. We are seeing this again during the COVID-19 pandemic, that brands are trying to use these large-scale events in their advertising. The beverage company, Tropicana, decided in 2009 to rebrand all elements of their well known product and packaging at once. Mastercard has had one of the most globally recognized corporate logos in history. Gap’s original logo was around for longer than most graphic designers have been alive, and … So why pay a million dollars? That year, the GAP decided out of the blue to change its well-recognised logo to a new version with a bland font and a much-detested gradient. Why?” The Gap is a pretty iconic logo to change. This website uses cookies to improve your experience. Restore your reputation alongside spending money on changing a brand design. For some reason, JCPenney decided on changing its logo in 2011. Later on, no accounts for the studios finances could be found and the owner Alex Swan was jailed in 2007. Among all the football teams in England, Leeds United is worth mentioning since their logo change created a huge negative online backlash. Current customers were uncertain on how to call them, and new customers were wondering what kind of services they now offer. Abercrombie & Fitch's attempts to rebrand have totally backfired ... signaling that its attempt to save the brand has pretty much failed. Interestingly enough some of the elements are strangely similar to the Beats by Dre company logo. When designing a new city logo, its tradition must therefore be clearly visible. After some time, RadioShack therefore decided to adopt its old name again. Always ask your target group about a change of name. As you may know, a logo must represent a company in its vision and strategy. 7 Terrible Rebranding Failures Your Business Can Learn From But in Jan 2009, the company decided they needed an image makeover––a full rebrand. This rebranded logo resulted in a strong negative criticism. What can we learn from JCPenney’s attempt to rebrand itself? *Martech - Setting up Marketing Tech Stack & Automation.Creativity - Creating Branded Content & improving Content Strategy to Drive Conversions.Business Consultancy - Looking for Mentorship, Workshops, or other Consulting Services.Lead generation - Need to Increase Traffic to Website & Generate Leads to Drive Sales.SoMe & Ads - Managing Targeted Ads, Remarketing, & Content to Increase Engagement.PR & Amplification - Building Backlinks and Referral Traffic to Boost Site Authority.Marketing Department - Need to Build a Marketing Department or Support an Existing One with a Wide Spectrum of Services.Other. The new message focused on that the juice was freshly squeezed, accompanied by the campaign “a squeeze is natural” displaying families hugging. Therefore, a petrol company should be very careful if it aims to appear environmentally conscious. What can we learn from this example of the Oxford Dictionary rebranding failure? is dumping its plan to rename its DVD business "Qwikster," joining the ranks of other failed rebranding efforts. Third, people tend to hate what they can’t understand. Leeds United failed in keeping this up with its redesigned logo. Post Author: Post published: December 2, 2020 Post Category: Uncategorized Post Comments: 0 Comments 0 Comments How often have we seen companies take themselves too seriously and miss the mark on rebranding? Tradition is essential when designing a logo for a football team. Even though Yahoo!s marketing campaign was very cool, the whole fuzz around their new logo did not make much sense, as there was very little change with the old logo. Adobe Premiere Video Editing for TikTok: a Guide. In 2010, GAP changed the iconic logo that was emotionally bonded to every customer. In 2009 the sweet chocolate confections company Hershey’s (or more formal: The Hershey Company) decided to rebrand itself. But a completely a new logo doesn’t appear to keep step with the team’s historical claims. A failed rebranding attempt was the South West Film Studios which went bankrupt and fraudulently taken £3 million from Objective One. Since after all, changing the name of a company does not change its reputation! Mastercard’s Color Blob. The old logo gave the company a nice and silicon valley vibe look. Tropicana is a well-known brand popular for their straw sticking out of an orange. Your email address will not be published. By adding new elements to these circles, the recognition would still stick. Or, simply focus on listening to your customers to avoid drastic changes in your visual brand identity only to dump a bad reputation! 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Looks more like a mix of different already existing logos company Verizon changed its brand logo in 2017, tradition! A costly undertaking, with other artists, and hereby boost their creativity finances could be found the! They hated Comcast changing the brand logo in 2011 starting designing a new city....