Don’t Do This: Rebranding Lessons from Million Dollar Mistakes

Akhtar Khan
Jun 24
2 min read

Rebranding isn’t inherently risky.

Rebranding without clarity is.

And some of the biggest brands in the world have learned that the hard (and very public) way.

If you're planning to "freshen things up" because it's been a few years… pause.

If you're chasing trends because another brand did a logo refresh… stop.

Because when rebranding backfires, it doesn't just cost money — it costs trust.

Here are 4 classic brand blunders you should study before you touch your identity.

1. Tropicana (2009): The Classic Case of “Fixing What Wasn’t Broken”

The move: They dropped the signature orange-with-straw and redesigned their entire packaging to look clean and minimal.

The result: A 20% drop in sales. $30 million gone in under two months.

Why it flopped: Consumers didn’t even recognise it on the shelf. The new design erased all visual memory. People thought it was a knock-off.

Lesson: Don’t kill familiarity for the sake of “modern.” Brand recognition is built — don’t casually throw it away.

2. GAP (2010): The Fastest U-turn in Branding History

The move: GAP launched a new Helvetica-based logo, ditching the blue box.

The result: Within 6 days (yes, days), public backlash forced them to go back to the original. No one asked for the change — and no one liked it.

Lesson: If you’re not solving a real problem, don’t create one. Change for the sake of change? Pass.

3. Burberry: Almost Lost in the Beige Crowd

The move: In an attempt to feel contemporary, Burberry went full minimalist. New logotype, no tartan, sans-serif fatigue.

The result: It looked like every other luxury brand trying to fit in on a Pinterest moodboard. Eventually, they started bringing back elements of their original identity.

Lesson: Modern ≠ Meaningless. Minimal ≠ Memorable. Don’t erase your soul trying to look current.

4. Jaguar (2024): When You Forget What You Sell

The move: A full rebrand focused on stripped-down typography, pastel gradients, and storytelling that didn’t even show the car.

The result: Confusion. Backlash. Loss of brand soul. Elon Musk famously tweeted, “Do you sell cars?”

Lesson: Don’t forget the product. Your brand should elevate your offer, not obscure it.

What All These Brands Got Wrong

They tried too hard to look “modern”
They ignored the power of memory and familiarity
They alienated loyalists while chasing trends
They rebranded with visuals, not strategy
They moved fast — but not thoughtfully

So When Should You Rebrand?

✅ When your business has changed

✅ When your audience has shifted

✅ When your brand no longer represents what you do or believe

✅ When there’s a strategic reason to reposition

And even then — it should be rooted in clarity, not aesthetics.

What We Do at Identity Brandcom

We don’t sell “fresh looks.”We build future-ready identities.

From positioning and naming to visual systems and sub-brand architectures — we help you rebrand only when the why is clear.

No trend-chasing. No beige logos. No regrets.

📞 9821234172🌐 www.idbc.in

Let’s not just change your logo. Let’s change your perception — with meaning, not mood swings.