5 Successful Rebranded Companies
How a brand is perceived by consumers is a constant evolution of updates, changes and reinvention. Many companies need to rebrand themselves in order to stay up to date with society and often due to losses in market share. The most important thing is not to sell a product, but to sell a set of ideologies and even a lifestyle. It is important to for brands to build strong emotional connections with consumers.
In 2011, Starbucks made significant updates to their iconic logo and marketing communications, which at the time was highly essential as the recession decreased their sales and profit, but also the frequent targeting of anti-globalization campaigners. To create the rebrand, Starbucks teamed up with company Lippincott who have worked with brands such as McDonald’s, Dell and Visa.
With the significant growth of Apple and Google, Microsoft was finding the competition difficult. Following the release of Windows Phone 7, Microsoft underwent a gradual rebranding project through 2011-2012. Its logos, products, services and websites adopted the principles of the metro design language, making a significant difference on the public’s perception.
Apple originates from 1976 and was not at all the popular sensation that it is today. Although the product has always been strong, back then it was never the “cool” or mainstream thing to have. The problem was the branding and marketing. With Jobs’ return in 1996, he made changes to the advertising in his company and introduced one of the most famous campaigns of all time- “Think Different”. The campaign aimed at attracted new customers but still winning over the old ones. Since, “Think Different”, Apple have undertaken a steady update of branding.
Lego is an incredibly overlooked brand when considering marketing achievements. The company started off in 1891 in Denmark, making wooden toys. It wasn’t until 1947 that they started manufacturing what’s considered now, their most iconic feature, those plastic building blocks. Lego became so popular due to constant updating of their brand, as well as continually branching into new product categories. Lego stays up to date by keeping their toy themes relevant with popular culture and themes, often making partnerships with other brands such as movies, TV-shows and even video-games.
Cadbury started off in England in 1824, when John Cadbury began selling tea, coffee, and drinking chocolate. The company passed down several generations and eventually merged with Schweppes in 1969. Since then the company has been merged, de-merged and even experienced a hostile takeover from Kraft who then sold the company to South Korean based confectionery giant Lotte. Today Cadbury is part of Mondelēz International, Inc. which is an American multinational confectionery, food and beverage conglomerate and is still popular regardless to the mess of hostile takeovers.