Companies rebrand for a number of different reasons: to give a fresh look to their image, their prior branding was insufficient, a merger of companies, or because their brand hasn’t been able to keep up with the ever changing marketplace. Whatever the case may be, rebranding can occasionally backfire.
Take Overstock.com for example; in June of 2011 they changed their name to O.co, alienating their customers. By November, they got the hint and changed their name back to Overstock.com.
September of 2011 brought a similar story. Netflix changed their DVD service to Qwikster. Again, customer backlash forced them to change it back.
A unique story about Hewlitt Packard’s attempt and regress at rebranding is featured in the above featured Mashable video.
Fear not, there are ways to successfully decide if a rebrand is a smart idea and there is a right way to execute it. From new logos and brand manuals to your Twitter handle, everything must be rebranded with care.
At Monogram Group we love brands. It’s what gets us up in the morning to tell you the truth. If you want to know a little bit about how we do things, visit our website.