Trends are changing faster than they did ever before. Businesses are in intense competition with each other, technology is quickly advancing, and younger generations are not as accepting of their parents’ preferences as previous generations may have been. This means older companies need to evolve and update the branding that they are so closely associated with.
This involves much more than updating a logo. Companies know that it also means improving the technology involved with the business, the marketing, the customer support, and the quality of products and services. Here are just ten examples of businesses that have evolved to survive, and, in many cases, have thrived, after a rebranding:
Eir, once known as Eircom, is Ireland’s largest telecommunications corporation. After shortening its name as part of a rebranding, it also upgraded its basic services to better suit modern-day customers.
Along with changing its logo and brand identity across its fleet of trucks, the conglomerate completed Ireland’s most comprehensive rebranding in at least 20 years by completely streamlining its methods of conducting business.
A cultural zeitgeist that captured the masses’ attention during the majority of 2016, Pokemon Go is a game that incorporates augmented reality into its structure for an immersive experience.
Pokemon, of course, is far from a new franchise. The card game, a 90s mainstay, faded into the background as more technology-based games took the stage. However, Nintendo took a chance on interweaving a proven hit with modern gaming technology, creating the perfect storm to draw in both older fans and younger gamers for years to come.
These durable dishes were as well known for their strength as they were for those classic neighborhood gatherings intended to sell the products. Known as “Tupperware parties,” these impromptu sales pitches have gone the way of disco as just another sample of ‘70s kitsch. Therefore, in order to cater to modern consumers, a rebranding was a must.
With more women working out of the house than ever before, there isn’t really enough time to plan or attend such events. And, while Tupperware is still relevant, customers would much rather order containers online.
The company also updated its look and added its new catchphrase, “Confidence becomes you,” to attract Millennials.
Even though McDonald’s is one of the most successful fast food chains worldwide, they had to admit that, as long ago as the early ‘80s, there was a shift in popular tastes to healthier diets that their current menu did not cater to. That is why, over the years, McDonald’s worked hard to change its reputation as a restaurant that does not offer healthier alternatives to its typical fattening fare.
The hamburger giant rebranded by adding fruit, yogurt, and salads to its permanent menu. These supplements helped the chain expand its customer base and win back the public’s approval.
One of the less jarring changes to occur in 2020 was the transition of Dunkin’ Donuts to the mononym, “Dunkin’.” New Englanders knew for years it was more about the coffee than the donuts, and the coffee conglomerate knew that it’s real competition was Starbucks, not Krispy Kreme. As such, it changed not only its name, but it’s entire brand to compete head on with its most famous challenger.
While the extensive rebranding included store remodels, different packaging, and a new logo, loyal customers were already familiar with the name “Dunkin’” since the gradual rollout included the catchphrase, “America runs on Dunkin’.”
Marvel Cinematic Universe
For years, maybe decades, comic books and their associated merchandise had been declining in sales. This may be due to changing taste, advances in technology, or the stereotypical association between “nerds” and the periodicals.
Backed into a corner, Marvel created a common universe for all of its characters so it could create blockbuster movies and popular television shows to capture the attention of a new generation.
Since this had been plotted out in 2006, Marvel has more than exceeded its wildest dreams. It has far surpassed competitors, and caught Disney’s eye, who subsequently purchased the franchise in 2009.
Believe it or not, in 2009, Domino’s only held a 9% share in the pizza market in the United States. However, the company knew that by catering to customer tastes and eliminating anything the consumers did not want, they could eventually gain back their prior pizza market dominance. Their new strategies included the use of chatbots to take orders via social media, and delivering to customers wherever they may be.
By 2016, the rebrand was successful as the juggernaut regained another 6% of the pizza market. It also ranks highest in customer loyalty among competitors.
Because of his popularity, fans clambered for a Deadpool movie. However, the comic book character was not necessarily the nicest guy, and his storyline was particularly hard to conceptualize within a screenplay.
A new approach was taken to the character in 2016 by reworking the character into a quirky, sarcastic man and his storyline was peppered with action-filled scenes to appeal to modern audiences. Both the original comic book fans and movie goers appreciated the approach and the movie became a huge hit.
It’s hard to believe now, but in the beginning of the millennium, the now nearly 100-year-old Lego block company had seemingly worn out its welcome. Modern children did not appreciate the small interconnected blocks in the same way that previous generations had, and as a result the company was failing financially by early 2003.
The higher ups in the company decided to concentrate specifically on what worked and eliminate what didn’t. Focusing on developing children’s imaginations, the company endeared itself to parents everywhere. By adding Lego-themed venues, such as retail stores, and producing movies, they once again appealed to children. Eventually the company turned its fortunes around and became relevant again in the ever-changing toy market.
When Steve Jobs came back to Apple in 1997, the company he created in the ‘70s was on its last legs. Due to the soaring popularity of Bill Gates’ Microsoft Windows operating system, Apple computer sales dropped and the company was facing bankruptcy.
As such, jobs rebranded the tech company from “Apple Computers” to simply “Apple,” to let the world know that his corporation was about more than just Macintosh desktops. Then, he continued upon the path of “think(ing) different(ly)” by introducing, first the iPod, then the celebrated iPhone. His revolutionary rebranding, possibly the best example on this list, worked, and, as of 2020, Apple is the most valuable company in the world.
In conclusion, while rebranding your business gives you more opportunity, there may be risks involved. That is why you need to know your customer base and watch them closely as they evolve so you can accommodate their needs as time goes by. These ten businesses are prime examples of how to do that and come out on top. If you need tips and pointers to aid you in your rebranding, call us at Invicta Agency today and make an appointment to speak with our trusted experts.