The notion in the marketing world of “any attention is good attention” must be the incentive for a recent rebrand of a once beloved restaurant chain.
I’m not going to lie — I’m sick of all this rebranding that I’ve been witnessing over the past couple of years. When companies that were on the top of their game and suddenly decide — hey, we’ve got to project a new image — it’s usually not a good thing. Well, in my mind, anyway.
The latest logo rebrand that was revealed earlier this week has caused an internet explosion of dislike. Every site I have been to, the opinions have been overwhelmingly against the new look.
I guess they just wanted to jump on the rebranding bandwagon and get some more attention.
Over the past few years, several big-name companies have rebranded their logos, looks of the company and the reasoning has been they are chasing after a younger demographic.
The companies don’t want the younger consumers to connect their products or image with the older generation and the past. But when the company is successful with they have been doing for decades and decide to change it up, change the menu, the look of the company for little to no explanation, it literally doesn’t make sense to me.
Why not stick with what you do, do it well and the customers of a younger generation will come to your business?
I always use this as an example:
Once upon a time in the 1980s, there was a soft drink beverage company that was on a mission to gain more customers. One of the “great ideas” was to change the formula of the once beloved beverage and call it “new.”
They rebranded with a new logo that was plain and awful. It was an epic failure and backfired — stirring up hate and angst among their loyal customers. They lost a lot of money. Well, the company realized its mistake and eventually dropped the new formula and went back to the “classic” and the soft drink beverage world was wonderful again.
How hard is it to learn from the past mistakes of others?
Apparently, it’s really difficult. I mean, I’m guilty of not learning from other people’s mistakes, but I’m not a company that’s paying personnel millions of dollars to keep up the image of the company and steer it in the right direction.
Can we just stop with all this rebranding madness?
If something is good, successful and not failing, don’t change it!
How about sticking with something and not changing mid-stream when there’s a slight ripple in the water?
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