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I studied 13 profitable firm rebrands. It seems, you CAN put lipstick on a pig — should you do it for the precise causes
“Rebranding is frickin’ silly.”
-Kipp Bodnar, CMO of Hubspot
Kipp Bodnar, CMO of Hubspot is debating Kieran Flanagan, CMO of Zapier, on their podcast Advertising Towards The Grain, proper round when Elon Musk rebranded Twitter to X.
“I imagine a rebrand is the general public manifestation of inner confusion,” says Bodnar. “By no means do it.”
Flanagan is extra open to it. He sees the logic of a rebrand if an organization has outgrown its model. He offers the hypothetical instance: if an organization referred to as “ Calculator.com “ evolves into promoting extra than simply calculators, a rebrand is smart.
Each males identify many horrible rebrands, together with:
myTaxi to FREENOW. It went so poorly, they needed to publish a Medium article dispelling the myths behind the brand new identify.RadioShack to “The Shack.” The electronics retail retailer has sadly devolved into personal fairness’s plaything that “shacks” up on the subsequent one’s stability sheet.American Categorical Monetary to Ameriprise. As we speak, Ameriprise is ranked 245th on the Fortune 500 and is on the record of largest banks in the US, so so far as company spin-offs go, this one truly labored out (when you get previous the identify). Related case research: IBM’s spin off of Kyndryl)
However they’ll’t state one instance of a very good rebrand. They are saying “a non-trivial period of time went into the analysis for this present,” however they had been at a loss. They enchantment to the gang for assist. “May somebody please within the feedback inform us a couple of good rebrand?”
Lastly, they give you two examples, however refuse to name them rebrands:
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