Pepsi, tell me what you don’t like about yourself.
For companies, re-branding with a new logo or fresh look provides a sort of facelift. (Really takes years off their life.)
Some get over-the-top PR, other re-brands slide in under the radar.
Eric’s Ad Blog has compiled a list of popular re-brands in the last four years, roughly 2008 to present. For many, it’s the first re-design in years.
Is there a downside to all this brand surgery?
Subtle re-brands are my favorite. Maybe freshen up the colors or soften the edges. Minor stuff. In and out in less than an hour.
We all need to reinvent ourselves from time to time. Re-evaluate our image and our focus. Brands are no exception. But there’s value, too, in brand recognition. Years of building a brand through products, advertising and generations of customers. Only to change things up in the fear of becoming stale.
There’s something to be said about an old brand. It’s got character, and it’s often packed with emotion and memories. Well-built brands are more than just a logo. And a botched re-branding can really look bad.
It’s not as easy as it looks on TV.
Just ask GAP.