Rebranding is one of the riskiest moves a company can make. When done right, it can refresh a brand’s image and attract a new generation of customers. When done wrong, it can alienate loyal customers, create confusion, and result in a public relations disaster that costs millions. A successful rebrand requires a deep understanding of a brand’s heritage and its emotional connection with the public. These seven brands famously misjudged that connection and launched rebranding campaigns that failed spectacularly.
