Many recent well-intentioned rebranding and logo relaunches have misfired badly–because the companies involved underestimated the connection consumers have to their favorite brands.
In 2009, Tropicana Orange Juice spent millions of dollars on new product packaging. Consumer reaction was so negative that in just a few weeks, the company retrenched and went back to its old look.
Shortly after that, The Gap launched a new logo that was so universally panned on social media it lasted only a few days before being yanked back.
This month, as part of its overall reinvention, Yahoo! is rebranding itself and launching a new logo – but with a twist. Each day for a month, a new version of the popular purple Yahoo! is unveiled on the company website. Each version is reminiscent of the old logo, but just a little bit new and different. At the end of the 30 day period, the company will announce which version it’s chosen to move forward with.
There’s no guarantee Yahoo!’s target audience will embrace the new look. But the logo launch is fun, creative, and engaging–attributes that Yahoo!’s marketing team are sure to want associated with the brand. And it’s creating much-needed buzz for a web property desperately trying to reinvent itself.
Check out all of the logos shown so far.
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