13 Times Companies Tried Rebranding and Failed
Several major companies attempted rebrands that ended poorly, leading to backlash or reversals.
- Sophia Zapanta
- 4 min read
Rebranding is often used to refresh a company’s image or reach new audiences. While some succeed, many attempts fail due to customer rejection, poor timing, or unclear strategy. These failed rebrands serve as lessons in how deeply consumers value brand identity.
1. Tropicana (2009)
PepsiCo on Wikimedia Commons
Tropicana redesigned its orange juice packaging with a simpler look. The change removed the familiar orange with a straw image, confusing shoppers. Sales dropped by 20% within two months. The company reverted to its old packaging after widespread criticism.
2. Gap (2010)
Tkgd2007 on Wikimedia Commons
Gap replaced its classic blue box logo with a modern, minimalist design. Customers reacted negatively, saying it looked generic and unprofessional. Online backlash was immediate and intense. Within six days, Gap returned to its original logo.
3. New Coke (1985)
My100cans on Wikimedia Commons
Coca-Cola reformulated its soda and branded it “New Coke.” Many consumers disliked the taste and felt attached to the original formula. Protests and complaints spread quickly across the U.S. Coca-Cola eventually brought back the old formula under the name “Coca-Cola Classic.”
4. Pizza Hut to “The Hut” (2009)
Yum! Brands on Wikimedia Commons
Pizza Hut attempted to modernize its brand by shortening its name to “The Hut.” The change was mocked by customers and seen as unnecessary. Many felt it disconnected the brand from its core identity. The company quietly dropped the new name and went back to Pizza Hut.
5. RadioShack to “The Shack” (2009)
Ubcule on Wikimedia Commons
RadioShack tried to modernize by rebranding as “The Shack.” Customers found the change awkward and unhelpful. It did little to solve the company’s declining sales and relevance. The rebrand is now remembered as a failed attempt to stay current.
6. Weight Watchers to WW (2018)
Paula Scher on Wikimedia Commons
Weight Watchers changed its name to “WW” to focus on overall wellness. The new name confused customers, as many did not know what “WW” stood for. The change weakened the strong recognition of the original brand. Weight Watchers later had to clarify its identity to regain trust.
7. Syfy Channel (2009)
Syfy HD on Wikimedia Commons
The Sci-Fi Channel rebranded as “Syfy” to create a unique trademark. Fans criticized the spelling, saying it looked childish and unrelated to science fiction. Despite strong criticism, the network kept the name. It remains controversial among longtime viewers.
8. Mastercard “Priceless” Logo Change (2006)
Mastercard Inc on Wikimedia Commons
Mastercard tried simplifying its overlapping circle logo into a striped design. Customers found it confusing and disliked the removal of the wordmark. The company quickly restored elements of the old design. Later updates returned to a cleaner version that honored the original.
9. Netflix Qwikster (2011)
TM/®Netflix Inc. on Wikimedia Commons
Netflix attempted to split its DVD service into a new brand called Qwikster. Customers complained about the need for two separate accounts and websites. The backlash was immediate, and Netflix abandoned Qwikster within weeks. The failed move is still cited as a major branding misstep.
10. British Airways “World Images” (1997)
British Airways Plc. on Wikimedia Commons
British Airways replaced its traditional tailfin design with global cultural artwork. Many customers and even the British Prime Minister criticized the loss of national identity. The airline received strong backlash from travelers who wanted the Union Jack imagery. By 2001, British Airways returned to its classic flag design.
11. Kraft Foods to Mondelez (2012)
Kraft Foods on Wikimedia Commons
Kraft split its company and named the international snack brand “Mondelez.” The name was criticized for being confusing and awkward to pronounce. Some pointed out that in certain languages, it had embarrassing meanings. Despite this, the name stayed but never gained strong public approval.
12. Yahoo Logo Change (2013)
Yahoo! on Wikimedia Commons
Yahoo updated its logo with a simplified design under CEO Marissa Mayer. The redesign was widely seen as uninspired and lacking character. Users and branding experts mocked the attempt as forgettable. Yahoo’s struggles continued, and the new logo failed to rebuild trust.
13. JCPenney Redesign (2011–2013)
Heinz Waibl on Wikimedia Commons
JCPenney rebranded under CEO Ron Johnson with a new logo, pricing model, and store layout. Customers disliked the removal of discounts and coupons, which had been central to its appeal. Sales dropped quickly, and the changes were reversed within two years. The failed rebrand damaged the company’s reputation and revenue.