26 August 2020

by Spark Eighteen

5 Amazing Rebranding examples you need to take notes from

BRANDING

Have you been envisaging a rebranding strategy for your company and looking for some successful rebranding examples to take inspiration from?

It’s quite normal. There are many reasons why even the biggest companies often evolve their brand and branding. Some of them including, a major change in focus, a reflection of a broader perspective, or just a merger.

Table of Content:

  1. Apple
  2. Domino’s
  3. Burberry
  4. Lego
  5. Instagram

Your rebranding efforts might not receive global publicity or a grand unveiling but rebranding is still an important part of maintaining a healthy and powerful brand.

So, to keep you inspired with ideas we’ve rounded up 5 of the popular and successful rebranding examples that captured attention from people around the globe.

1. Apple

imac apple

Remember the early to mid-90s, when Microsoft dominated the computer software industry and Apple was barely even known to people?

Well, look at how the tables have turned now! Apple is one of the leading and most profitable companies in the world and that is largely due to Steve Jobs’ rebranding strategy that started back in 1998.

In 1997, while Apple was in the red, competitor Microsoft was winning the market. Later that year, Steve Jobs returned to Apple as the interim CEO and started planning a robust rebranding process for the company. At the time, Apple’s average stock price was 64 cents. (Source: MacroTrends)

It was in 1998, the company caused shockwaves in the industry by introducing the iMac – a design-led all-in-one computer – with a sleek new logo to match with it.

The beautifully designed product and rebranded logo set a template for the long run of future products that till-date has kept Apple at the forefront of the industry making this one of the most inspirational rebranding examples. The company’s shares today are selling for almost $500.

Key Takeaways: Innovation is the answer to what can change your brand forever.

2. Domino’s

After Domino’s Pizza (as it was popularly known) gained a reputation in the mid-2000s as the worst-tasting pizza ever, the brand decided to go through a major shift.

In 2009, the company decided to kick-off a wave of advertisements acknowledging that their pizza wasn’t that great and that they’re totally committing to upgrading their products.

dominos rebranding examples

Domino’s was also accused of making its pizzas look better than it actually was by using photography manipulation. In response, the brand created another advertisement showing off the food photography tricks and promised not to use them anymore.

After Domino’s Pizza (as it was popularly known) gained a reputation in the mid-2000s as the worst-tasting pizza ever, the brand decided to go through a major shift.

In 2009, the company decided to kick-off a wave of advertisements acknowledging that their pizza wasn’t that great and that they’re totally committing to upgrading their products.

Domino’s was also accused of making its pizzas look better than it actually was by using photography manipulation. In response, the brand created another advertisement showing off the food photography tricks and promised not to use them anymore.

The result? In Q1 2010, the company saw a 14.3% increase in revenue over the previous quarter. From December 2009 to December 2010, Domino’s stock shot up 130%. (Source: Aaron Allen & Associates)

Domino’s has been doing exceptionally well ever since. In fact, according to Statista, the company’s revenue nearly tripled up since the rebrand with $1.4 billion in 2009 to almost $3.62 billion in 2019.

Key Takeaways: Increase customer loyalty by introducing plans committing to customer’s needs.

Also Read: 6 Great ways in which branding impacts your business & sales

3. Burberry

burbberyy rebranding examples

Founded in England more than 150 years ago, Burberry was famously recognized for its trademark black, tan, and rich check pattern that has been embraced by celebrities and royalties over the years.

In the early 2000s, the company was badly pictured as a fashion brand only popular amongst hooligans and was considered as a “gang-wear”.

Things changed when Christopher Bailey was hired as the creative director in 2001. Under Bailey, the brand introduced clothing lines that were both modern and classic.

These included highly-fashionable trench coats and swimwear worn by high-profile celebrities like Kate Moss and Emma Watson. Slowly and steadily, the brand started becoming unexpectedly “cool” among fashion lovers.

Burberry saw a whopping increase of 27% in sales by the end by the year and an increased customer base overseas. With an increasing demand from China, the company started steadily expanding there and built 50 stores in 2010.

Key Takeaways: Start adopting popular trends to successfully reshape your identity.

4. Lego

The rebranding of LEGO has been considered the greatest turnaround in corporate history.

lego sales
Source: Hacer Bien

Ever since its inception (more than 80 years ago), the famous toy company had never posted a loss. But it wasn’t until 2003 that the sales for the company were going down by 30% year-on-year as children were bored by the obsolete range of toys. (Source: The Guardian)

This is when LEGO decided to rebuild its brand. The market required diversification and that’s exactly what the company worked upon. LEGO introduced jewelry for girls, LEGO clothes, and even built its own video game from scratch.  They even added digital channels to engage both kids and parents and successfully established their brand once again.

The results were gigantic. From 2008 to 2010, the profit nearly doubled for the company that it overtook Apple.

Not only that but in 2015, the LEGO group outstripped Ferrari to become one of the world’s most powerful brands. It has even been called the “Apple of Toys” due to its renewed popularity making it one of the perfect rebranding examples for modern-day companies.

Key Takeaways: Focus on growth in such a way so that you work on what you do the best without losing your brand’s spirit.

5. Instagram

Instagram had the online world in pure bedlam when it quietly unveiled its new logo in the spring of 2016. There was a mixed response about this change since the app had an entirely new vibe. Some loved it while most of them hated it.

instagram logos
Source: Instagram

According to sources, the new modern camera with a rainbow gradient background symbolizes much more things than the old polaroid logo. A polaroid camera has only one job i.e., to click pictures. On the other hand, Instagram is much more than just a  photo-sharing app, therefore, the design needed to match the growing app.

The design increased the focus on user-experience making it easier and faster to navigate through the app as well as its sub-apps (Boomerang, Layout, and Hyperlapse).

Although the rebrand is counted among the most controversial rebrands of the time, it still led to Instagram’s success making it the most popular social media apps today.

Key Takeaways: User-experience is a key to the success of a brand, so focusing on it while rebranding can make a huge difference.

It’s your time to rebrand

So here it is, top 5 rebranding examples. Rebranding is not just limited to changing your logo, typography, color palette, or renaming your business – but it can also be revisiting old ideas or bringing a new wave of change in perspective.

Done right, and it can be a landmark achievement for your business.

So are you ready to rebrand?

Spark Eighteen

Spark Eighteen is a brainchild of innovative young minds and a group of alarmingly out-of-the-box thinkers who happen to see the world of marketing from a new age perspective. With a proven expertise in the field of Brand consulting, Digital Marketing and Website Design and Development, our team of designers, developers, and creative heads work towards delivering maximum results, tailor-made to all your business needs.
Spark Eighteen

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