In the world of marketing and advertising, rebranding is a well-known concept that has long been associated with an outdated taboo . After all, isn’t rebranding something you only do to shake off a bad reputation? Fortunately, this idea is now a thing of the past. Today, brands are embracing change not just out of necessity, but because the world around them is evolving too. It’s not about a quick fix or a fresh coat of paint – it’s about re-Invention.
Brands that must - and dare to - change
Consider MacDonald’s as an example. Back in 2007, and only in Europe, they waved goodbye to their iconic red branding and opted for green to promote an eco-friendly image. This wasn’t just about polishing their image; it was also about aligning with the growing global focus on sustainability. As Europeans became more conscious of environmental issues, McDonald’s internally shifted its policies on customer service and sustainable operations.
Staples, the office supply giant, took a different approach in 2019. They didn’t just change a color or design. Instead, they launched what they called “a new logo for a new way of working.” The transformation was more than skin deep: their entire strategy shifted, broadening their focus beyond traditional offices to include dynamic, flexible home working. By offering new products, Staples repositioned itself in the market. They chose a modern logo that reflects who they are now and, more importantly, where they’re headed, all while staying true to their core: providing solutions for working life.
From paperclip to workspace. Staples moved from being a brand associated with traditional office supplies, like a paperclip, to representing a more abstract concept of the modern workspace—whether that’s in an office, a co-working space, home, or even a café. This shift perfectly reflects what Staples stands for today!
Re-Invent your brand
Elevating your brand doesn’t necessarily mean you have to overhaul everything. What matters most is that your new vision or image is clear. While we could give you a list of brands whose rebranding efforts failed spectacularly, we prefer to focus on the positive. The most successful rebrands, like those of McDonald’s, Staples, and Dunkin’ Donuts, kept the best aspects of their brands intact.
McDonald’s still serves fast food, but now with a sustainable twist. Staples remains an office supply provider but has expanded to include online services. Dunkin’ Donuts is still known for its donuts, but has made room for other offerings like coffee, muffins, and bagels. Dunkin’ Donuts is shifting from being a donut shop to an on-the-go brand, catering to today’s fast-paced lifestyle.
If your brand hasn’t had a re-invent moment yet, it’s only a matter of time. Keeping up with the times has never been more critical. To quote Chantal, Head of GI (and Jack Welch): “Change before you have to,” because it’s time to leave the taboo of rebranding behind us.
Think it's time for your re-invent moment? We’re ready to dive deep into your brand, exploring every detail with you and your team to create the perfect transformation.