Wednesday, January 15, 2020

2019 Was the Year of #REBRANDING

Was your brand in the news during 2019? If not, don’t despair. There were many other brands that made headlines during 2019. 

Here’s a recap of 15 brands that either rebranded, changed their logo, or changed their name during 2019.

*MasterCard dropped its name from its logo and became a wordless logo like Apple and Target. (January)

*Dunkin’ unveiled new packaging. (January)

*ComedyCentral unveiled a new logo. (January)

*Slack unveiled a new logo. (January)

*Hickory Farms unveiled its rebrand with a new logo, website, and packaging. According to CEO Diane Pearse, “At Hickory Farms, we’re in the business of connecting people. We aspire to make food gifting effortless because we know that making connections through food is a meaningful intersection in our busy, fast-paced lives. 2019 marks an important year for Hickory Farms as our brand evolves with a modern look and feel that appeals to a broader audience with choices for every occasion.” (January)

*Pizza Hut changed its name to “Pizza Hut Hut” with signage and a pop-up store in Atlanta to celebrate its sponsorship of Super Bowl 53. (February)

*Stratosphere Hotel in Las Vegas changed its name to The Strat. (February)

*Marriott International announced a new logo for Sheraton. (March)

*Mars rebranded with a new logo and tagline: Tomorrow starts today. (March)

*IKEA launched a new logo as part of its move toward digital sales. (April)

*Sears launched a new tagline and logo to create a new image in the wake of negative publicity surrounding its bankruptcy filing and wave of store closings. (May)

*Several brands changed their logos to recognize pride month: IBM, American Airlines, US Weekly, New York Public Library, The Gap, Levi’s, Banana Republic. (June)

*Jamba Juice changed its name and logo to Jamba to reflect its emphasis on its expanded product line and wellness, not just juice. (June)

*Mimi’s Cafe changed its name to Mimi’s Bistro & Bakery. According to Tiffany McClain, the chain’s director of marketing, “We spent two years researching where we’ve been and what we could do to strengthen the brand in the future and strengthen our connection to France...Adding “bistro” to the chain’s name reflects a French feel, with a nod toward relaxation, while “bakery” emphasizes the restaurant’s grab-and-go offerings.” (July)

*Yahoo rebranded with a new logo. (September)

*Wharton Digital Press changed its name to Wharton School Press to better emphasize the book publishing arm of the Wharton School. According to Dean Geoffrey Garrett, “We’re very excited about this new direction, which emphasizes the school’s continued commitment to publishing important books.” (October)

With all these changes, one wonders if brands that don’t make changes have staying power. Do logos need to be refreshed every so often? Do brand names need to change every so often? How do these changes impact brand equity and customer recognition? These are important questions to consider before making any strategic branding changes.

What brand change stood out to you during 2019? Please chime in.

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