Bold, vibrant rebrands are the lifeblood of the Brand Impact Awards, which awards the very best branding from around the world (and yes of course, the subtle makeovers or 'quiet rebrands' get a look-in too).
But when rebrands go wrong, it can be extremely costly for a business, draw plenty of ire online and, depending on the brand, can set off a thousand memes. When a brand has built up brand loyalty over decades, rebranding is a risky move.
