Worst Rebranding of All Time
Lessons Learned from Gap, MasterCard, Tropicana, and Dunkin
Rebranding can be a powerful tool for companies looking to refresh their image, connect with new audiences, or stay relevant in an ever-changing market.
However, not all rebranding efforts go as planned.
Here are some of the most notorious rebranding failures that serve as cautionary tales for businesses everywhere:
1. Gap: The 2010 Logo Change
In 2010, Gap replaced its iconic logo with a modern, sans-serif design. The backlash was immediate and fierce, leading Gap to revert to the original logo just six days later. This highlighted the importance of maintaining a brand’s visual identity.
2. MasterCard: The 2016 Logo
MasterCard’s 2016 rebranding removed the brand name, leaving just the overlapping red and yellow circles. This led to confusion among consumers, demonstrating that brand recognition often relies on both visual and textual elements.
3. Tropicana: The 2009 Packaging Redesign
Tropicana Overhauled Its Packaging in 2009 to a More Modern Look, but Shoppers Did Not Recognize It and Sales Tanked by 20%. The company promptly went back to the packaging they started with, proving that brand points of reference matter.
4) Dunkin’ Donuts (2018 renamed to “Dunkin’”)
The public struggle and confusion highlighted that an organization cannot always rely on the goodwill of a price rebrand.
Which rebranding is actually the worst? Tell us in the comments.
