Top
REady for the next level in your business?

5 Rebrand Success Stories

From small businesses to major big-name corporations, everybody sometimes feels that they need to rebrand. Rebranding is a costly and involved process, but the results can be well worth it. Here are five success stories where brands made changes and officially turned themselves around.

 

 

Burberry’s Image Overhaul

One of the most famous rebranding success stories is the story of Burberry. Originally, it was known for its sports apparel and other clothing that was strongly associated with UK football hooligans and the “chav” antisocial youth culture image.

Burberry achieved a full image overhaul by offering swimwear, trench coats and luxury fashion items, and using celebrity endorsements to elevate the image of its brand. The company expanded its product line and polished up its image in order to reach a new demographic.

Abercrombie and Fitch Expands its Base

Abercrombie and Fitch underwent a similar rebranding to Burberry. It saw falling sales in 2016 and decided to rebrand, emphasizing its playful image and expanding for a more diverse range of products. It did this by hiring new design leadership and creative direction. The rebrand is still ongoing and includes modernizing its stores and emphasizing itself as a casual luxury brand.

Xerox Isn’t Just Copy Machines

When Xerox acquired Affiliated Computer Services in 2010, it began to offer a wide range of new business-related services. The only problem is that the name Xerox was associated with copy machines. In fact, the word Xerox is in the dictionary meaning “to copy.”

Following the acquisition, Xerox rolled out a new ad campaign that emphasized its new business services. The message was that the company offers all kinds of business solutions. By adding new services and emphasizing these new products, the company showed the public that it has more to offer (although “Xerox” still means “to copy”).

Target (Pronounced “Tar-Jay”)

In the 1990s, Target was just one of many discount “big box” stores with the reputation for cheap products. It was the place you went when you didn’t care about quality or brand names but just wanted to save money.

Target was losing out to its competitors and decided on a rebranding in 2011. It started selling its own clothing brands that were a bit higher quality along with its cheap staples. The result is that its ironic, faux-French nickname of “Tar-jay” isn’t so ironic after all.

Michael Bolton’s Career Gets an Update

Most people know Michael Bolton as a mid-eighties crooner with flowing locks and a soulful voice. Most of us know his music from the dentist’s office waiting room. The days of soft rock balladry have come and gone.

But in recent years, Bolton has gone from being the punchline of bad eighties music to a pop icon all over again. Cashing in on the humor of his image, Michael Bolton now appears in rap videos, Netflix specials, advertisements, and a humorous video released by Vanity Fair that depicts Bolton as a crooning coffee barista.

The result? Rebranding can lead to expanding your business to new demographics, keeping your business at the top of the heap among competitors, turning around an ailing company, and boosting your sales.

Need help with your rebrand? You’re in the right place. 

About Christine Capone

Branding & Website Designer, entrepreneur, and Mom of 6.
Founder of MainStreet Web Studio Find Me On Instagram

Leave a Reply

Your email address will not be published. Required fields are marked *

HAPPY CLIENTS

Are my favorite!

Not only was christine SUPER responsive via email (which is CRUCIAL to me!) but she was patient, made sense of...

Jessica English

Christine Capone
5
2018-03-12T16:27:22-04:00

Jessica English

Not only was christine SUPER responsive via email (which is CRUCIAL to me!) but she was patient, made sense of my vision through my NONSENSE rambling and created something 1000% better than what i envisioned. I'm so happy! I definitely would recommend her work.

She is very open and honest and makes it easy to communicate with her and relay your vision, She totally...

Melissa Weinberg

Christine Capone
5
2015-03-11T13:13:37-04:00

Melissa Weinberg

She is very open and honest and makes it easy to communicate with her and relay your vision, She totally gets it and goes above and beyond to make sure you are 100% satisfied.

Christine was great to work with! We worked together and swapped ideas back and forth. My project was finished with...

Peg Fitzpatrick

Christine Capone
2018-01-19T12:52:25-05:00

Peg Fitzpatrick

Christine was great to work with! We worked together and swapped ideas back and forth. My project was finished with lightning speed and she overdelivered with assets which was much appreciated. I'd highly recommend Christine and will definitely work with her again. Very professional work! Peg Fitzpatrick

Her ideas were so inspiring and her ease of access was incredible. She allowed me to be very hands on...

Toni Thomas

Christine Capone
5
2018-01-11T21:19:21-05:00

Toni Thomas

Her ideas were so inspiring and her ease of access was incredible. She allowed me to be very hands on with the look of my new website while guiding me in a direction for a clean well designed site.

Thank you for your time and creative energy! I could not have gotten here without you!!! I'm so overjoyed with...

Nicole Rymer

Christine Capone
2017-04-29T19:02:44-04:00

Nicole Rymer

Thank you for your time and creative energy! I could not have gotten here without you!!! I'm so overjoyed with the results!!!! The cards, the site, the logos and the vision you helped me fine tune to get exactly what I wanted! You're patience was so appreciated as this was a labor of love!! Thank you! Can't wait for the next project!
3
Christine Capone