[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-the-great-rebrand-five-factors-to-consider-when-changing-a-brand-name-or-logo":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",61088,{"id":24,"name":25},"author-05180903010007211414","Erica Gunn","2022-06-27T12:23:18","2025-11-12T10:25:43","The great rebrand: Five factors to consider when changing a brand name or logo","the-great-rebrand-five-factors-to-consider-when-changing-a-brand-name-or-logo","The Great Rebrand: Five Factors To Consider When Changing A Brand Name Or Logo","The history of marketing is full of examples of these alternate universe examples of what organizations have tried and abandoned, as well as brands and logos that have endured.","Let’s imagine for a moment a world that might have been. Instead of Googling something, we BackRub it — that was the original name of Larry Page and Sergey Brin’s Stanford search engine project. Want to buy a book or anything online? We go to cadabra.com — or we might have if Jeff Bezos had […]","Let’s imagine for a moment a world that might have been. Instead of Googling something, we BackRub it — that...","\u003Cp class=\"wp-block-paragraph\">Let’s imagine for a moment a world that might have been. Instead of Googling something, we BackRub it — that was \u003Ca href=\"https:\u002F\u002Fwww.businessinsider.com\u002Fthe-true-story-behind-googles-first-name-backrub-2015-10\" target=\"_blank\" rel=\"noopener\">the original name\u003C\u002Fa> of Larry Page and Sergey Brin’s Stanford search engine project. Want to buy a book or anything online? We go to cadabra.com — or we might have if Jeff Bezos had not followed advice to come up with a better name and \u003Ca href=\"https:\u002F\u002Fwww.businessinsider.com\u002Famazon-jeff-bezos-chose-company-name-2018-5\" target=\"_blank\" rel=\"noopener\">settled on Amazon\u003C\u002Fa>. Envision an image of the English scientist Sir Isaac Newton sitting under a tree on our iPhones, iPads or Macs — the \u003Ca href=\"https:\u002F\u002Fwww.bbc.com\u002Fnews\u002Fav\u002F35940493\" target=\"_blank\" rel=\"noopener\">original Apple logo drawn back in 1976\u003C\u002Fa> — rather than the iconic fruit with a healthy bite out of one side.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The history of marketing is full of examples of these alternate universe examples of what organizations have tried and abandoned, as well as brands and logos that have endured. Facebook’s morph into Meta and Jack Dorsey’s finance group turning from Square into Block were just two of the eye-catching brand shifts at the end of 2021. But what are some of the key factors to consider when rebranding?\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--1-be-clear-on-the-strategy-behind-the-change\">1. Be clear on the strategy behind the change.\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Isaac Newton lasted only a year as Apple’s brand image, but the designer Rob Janoff’s striped single fruit logo endured from 1977 to 1998 until it was replaced by the sequence of translucent, monochrome and then chrome versions. When Steve Jobs was asked about the logo, \u003Ca href=\"https:\u002F\u002Fthelogocreative.medium.com\u002Fapple-logo-evolution-it-all-started-with-a-fruit-e976427f5292\" target=\"_blank\" rel=\"noopener\">he reportedly said\u003C\u002Fa>: “The main idea behind Apple is bringing simplicity to the public, with the most sophisticated way, and that’s it, nothing else. The fruit of creation, Apple. It was simple but strong.” It was just a sense that the logo better communicated the founders’ vision and mission for the firm.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Fast forward to 2021 and there is a clear strategic intent behind Mark Zuckerberg’s move to create Meta as the parent brand for social platforms like Facebook and Instagram and technologies like Oculus. He sees them as playing a role in the \u003Ca href=\"https:\u002F\u002Fwww.theverge.com\u002F22588022\u002Fmark-zuckerberg-facebook-ceo-metaverse-interview\" target=\"_blank\" rel=\"noopener\">development of the metaverse\u003C\u002Fa> — and the story, strategy and vision is in the name.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Where rebranding is doomed to fail is where there is no strategic vision, no fundamental purpose to drive its direction. These are not cosmetic changes. Remember the \u003Ca href=\"https:\u002F\u002Fwww.bbc.com\u002Fnews\u002Fmagazine-11517129\" target=\"_blank\" rel=\"noopener\">Gap logo change that lasted six days in 2010\u003C\u002Fa>? No, I thought not. Alternatively, there are rebrands that head in directions that seem hard to fathom. How about \u003Ca href=\"https:\u002F\u002Fmoney.cnn.com\u002F2002\u002F06\u002F10\u002Fnews\u002Fcompanies\u002Fnamechange\u002F\" target=\"_blank\" rel=\"noopener\">when PwC changed its name and logo to Monday in 2002\u003C\u002Fa>? Did it even make it to the end of the week?\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--2-understand-customer-sentiment\">2. Understand customer sentiment.\u003C\u002Fh2>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184640\u002FRebrand-1.jpg\" alt=\"A digital asset in a DAM, showing imagery from a vacation resort, next to pop-up windows for the brand's style guide and the asset's approval status.\" class=\"wp-image-61091\" srcset=\"\u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184640\u002FRebrand-1.jpg 880w, \u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184640\u002FRebrand-1-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184640\u002FRebrand-1-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Scott Cook, the co-founder of Intuit, is often credited with saying, “A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.” So business leaders beware: Before making the decision to change a brand, it is vital to understand customer sentiment. Forget what you think the brand says, what does it mean to your cohort of key customers, the people you want to carry with you tomorrow? And what isn’t appealing about the brand to the folks who are your new target market?\u003Cbr \u002F>\u003Cbr \u002F>Whether through focus groups, customer councils or surveys (or all of the above), tracking sentiment isn’t just a pre-rebrand exercise. This is a vital step to carry out after the rebranding goes live. You want to know you’ve kept your loyal customers with you — i.e., they understand what you’ve done and why — and you’ve made progress with your new audience.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--3-manage-brand-integrity-during-and-after-the-rollout\">3. Manage brand integrity during and after the rollout.\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Once you’ve embarked upon the brave course of changing identity, it’s up to your marketers to manage the new brand integrity. Out with the old, in with the new. No use of old assets and content — you need a whole new library of digital content that everyone can access and usage protocols need to be clear.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--4-tell-the-story\">4. Tell the story.\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">When it comes to rebranding, changing a name or logo and saying nothing about why you’ve done it will leave the world baffled and bewildered. You need to tell your customers a compelling story of why it matters.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In the case of the confectionary company Mars, they chose to do precisely that in January this year, even though it was highly likely the story would court controversy. Mars decided to rebrand the M&Ms mascots to reflect “\u003Ca href=\"https:\u002F\u002Fwww.adweek.com\u002Fbrand-marketing\u002Fmms-updates-mascots-to-represent-a-more-dynamic-and-progressive-world\u002F\" target=\"_blank\" rel=\"noopener\">the dynamic and progressive world we live in\u003C\u002Fa>.” The rebrand has indeed caused controversy — and a heap of media coverage. Will this result in additional in-store sales? That remains to be seen, but the rebrand is accompanied by a story that will have escaped few consumers.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--5-remember-you-can-always-change-course\">5. Remember you can always change course.\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Remember \u003Ca href=\"https:\u002F\u002Fwww.huffpost.com\u002Fentry\u002Fqwikster-netflix-mistake_n_1003367\" target=\"_blank\" rel=\"noopener\">Qwikster\u003C\u002Fa> and the lesson that Netflix CEO Reed Hastings learned back in 2011? It’s never too late to change your mind and go back to what was working before. It doesn’t seem to have done Netflix any harm in the long run.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For every tale of rebrand disaster, there are stories of brand recovery. Think of former NFL player Isaiah Mustafa’s rejuvenation of Old Spice, or the actress Emma Watson’s role in bringing Burberry to a younger generation. The same ingredients underpinned the creative vision behind these branding campaigns: strategy, understanding the audience — old and new — and a determination to tell a single, bold new story.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cem>Originally published on \u003Ca href=\"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fforbescommunicationscouncil\u002F2022\u002F02\u002F22\u002Fthe-great-rebrand-five-factors-to-consider-when-changing-a-brand-name-or-logo\u002F\" target=\"_blank\" rel=\"noopener\">Forbes\u003C\u002Fa>\u003C\u002Fem>\u003C\u002Fp>",4,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184639\u002FRebrand-Feature-b.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184639\u002FRebrand-Feature-b-450x263.jpg","A creative person using a tablet to work on a design.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190022\u002Fbrand-activation-13-450x263.jpg",52419,"brand-activation","What is brand activation? Principles to ignite your brand","Some brands are metaphorically stuck alone in a dark corner, where no one can see them. Brand activation is a bright light. Let’s make sure your brand is shining.","\u002Fblog\u002Fbrand-activation\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F11\u002F16184322\u002Fovercome-leadership-objections-feature-2-450x236.jpg",68136,"the-oldest-logos-that-still-exist-today","The oldest logos still in use today","Discover the world's oldest logos still in use today, from Stella Artois' 1366 horn emblem to Coca-Cola's iconic cursive. Explore the 25 most enduring brand identities and what makes them timeless.","\u002Fblog\u002Fthe-oldest-logos-that-still-exist-today\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190612\u002Fmillennial-branding-9-450x263.jpg",41982,"millennial-branding","Adapting to change: Secrets of millennial branding","When it comes to millennial branding, you cannot fake it ‘til you make it. Your efforts have to adapt to an aging group. Here’s how to get it right.","\u002Fblog\u002Fmillennial-branding\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789880514591]