Businesses Evolve: It may be time for a brand update, but are you ready?

To determine if your company is ready for a make-over, ask yourself a few questions:

  • Has your image evolved with your company? (10 years is too long)
  • Is your company’s branding competitive? (Research your competitors branding)

Signs that you MUST change your branding:

  • Customers inquire, “What does your logo mean?”
  • Your target audience feels that your branding is controversial.
  • Company is merging or being sold.
  • Target audience has changed or evolved.

Branding is a complex element of advertising a product or company! Small things can be over-looked – spawning monumental mishaps and complications!

Brand - Forbes

Breaking Up is Hard To Do

It’s important to recognize what your audience loves about your company, in order to appeal to them. In Kraft’s case, their loyal customers depended on a loyal brand.

Kraft seemingly divorced itself, took 65%, moved out, and changed their name to Mondelez. Just before the separation, Kraft tried a new logo that didn’t match their historical branding. Consumers couldn’t identify the product on the shelves and felt that the brand equity and trust had been compromised. A branding change commonly lowers sales temporarily; however Kraft’s sales continued to fall, inspiring them to alter the logo further. Soon, the company returned to their previous design with a slight update.

Progression of Kraft’s logos

Kraft logos


Identity Crisis

Tropicana commonly is mentioned in articles such as these… and this one is no different. The packaging and logo alterations of 2009 sent tremors through their consumers, shockwaves through the marketing community, and devastated Tropicana stocks. Although the squeezable orange lid was fun and inventive, their alteration influenced a generic feel to their brand.

Consumers were confused by the new packaging. “What else is new?” Once the consumers believe that the flavor or quality may have been tampered with, they reconsider the competitors products.

After an investment of approximately $35 million dollars, Tropicana was forced to reverse their rebranding and return to the beloved orange with a straw.

Read more about Tropicana HERE.


The Case of the Secret Tagline…mcdonalds logo

McDonald’s secret tagline… isn’t so secret. Bloggers and journalists united in distaste for the supposed up-coming tagline change. McDonald’s continues to deny that they had ever chosen the rumored tagline, “Lovin’ Beats Hatin’.” (Nope. No typos. Somebody meant to do that.) We’ve never been thrilled with McDonald’s tagline, assisting in the deterioration of the English language.

Original: I’m Lovin’ It

Almost tragic: Lovin’ Beats Hatin’

New: i’m lovin’ it.

So is it true? Did McDonald’s really decide that this rap-worthy tagline was the direction they wanted to steer their branding in? Let’s look at the evidence:

  1. McDonald’s has trademarked the phrases, “Lovin’ > Hatin'” and “Lovin’ Is Greater Than Hatin’.” These phrases can be found on the U.S. Patent and Trademark Office website with McDonald’s as the filling company.
  2. The slogan was slaughtered online before it was launched! Journalists everwhere warned the public of it’s arrival and voiced their opinions. It is known in the marketing community as the biggest tagline blunder that never happened.
  3. Just months after the to-be branding was rejected by the public, McDonald’s announced their new focus on “love.” (Love campaign) This began with their Valentines Day marketing strategy, which was met with mixed feelings. (Huggin’ is Lovin’ Strategy)

McDonald’s chose to keep their old tagline “i’m lovin’ it”

Read more about McDonald’s new brand direction


Lost in Translation

We’re heading over seas for this example. Umbro is a sports apparel company founded in Wilmslow, England. In 2002, the company released a new line of running shoes called “Zyklon.” The Jewish community quickly rose to showing their disapproval  expressing that the title of the shoes was a display of “appalling insensitivity.” Umbro had not realized that it was the name of an insecticide “Zyklon B” which was used to execute prisoners in concentration camps!

“Pepsi brings your ancestors back from the grave” and more disturbing examples.


In conclusion…

Small mistakes in rebranding or branding in general,

  • Drastic changes can trouble your target audience. Making changes to your branding requires careful consideration and research regarding loyal consumers.
  • Create quality branding that you can be proud of!
  • Research, research, research; you can never do too much research!

Having a professional assist you with these endeavors will diminish the chance of making mistakes like these. Fantacular Designs does their homework! We don’t simply research the target audience; we look at things from multiple angles to be sure that the suggestions we provide are the best option for your business. Whether you need a new logo, ad campaign, or website, give us a call – we can help.

Filed under: Social Media Management