Branding is a powerful tool that can elevate a company’s status and connect with audiences on a deep emotional level. However, when it goes wrong, the consequences can be costly—both financially and reputationally. Learning from some of the most iconic branding fails can help businesses avoid making similar mistakes. Here are some key takeaways from branding mishaps that made headlines.
1. Pepsi’s Kendall Jenner Commercial: Misjudging Cultural Sensitivity
In 2017, Pepsi released an ad featuring Kendall Jenner that was widely criticized for trivializing social justice movements. The ad portrayed Jenner handing a Pepsi to a police officer during a protest, implying that the soda could resolve complex societal issues.
Lesson Learned: Brands need to approach sensitive cultural topics with care and authenticity. Audiences value genuine engagement over performative gestures. Before launching campaigns that touch on social issues, companies should consult with experts and representatives of the communities they aim to address.
2. Gap’s Logo Redesign: Ignoring Brand Loyalty
In 2010, Gap unveiled a new logo in an attempt to modernize its image. The redesign, which replaced the iconic blue square with a simpler design, was met with immediate backlash. Customers criticized the new logo for being generic and abandoning the brand’s heritage.
Lesson Learned: A brand’s identity is tied to its history and the emotional connection it has built with its audience. When considering rebranding, it’s essential to involve loyal customers in the process through surveys or focus groups to ensure the new direction aligns with their expectations.
3. Tropicana’s Packaging Overhaul: Overlooking Visual Equity
Tropicana redesigned its packaging in 2009, replacing the familiar orange with a straw for a minimalist look. The change confused loyal customers, leading to a 20% drop in sales and forcing the company to revert to its original design.
Lesson Learned: Consistency is key in branding, especially when it comes to visual identity. Companies should be cautious when altering recognizable elements, as they contribute to brand recognition and loyalty. Incremental changes are often more effective than complete overhauls.
4. IHOP’s “IHOb” Stunt: Confusing Brand Purpose
In 2018, IHOP announced a temporary name change to “IHOb” to promote its new line of burgers. While the stunt generated buzz, it also confused customers about the restaurant’s primary offering—pancakes. Many felt the campaign diluted the brand’s core identity.
Lesson Learned: A strong brand has a clear and consistent message. While marketing stunts can create short-term attention, they should not undermine the brand’s long-term positioning. Campaigns should align with the company’s core values and offerings.
5. New Coke: Misreading Customer Preferences
In 1985, Coca-Cola introduced “New Coke,” a reformulated version of its classic soda. The company underestimated customer attachment to the original flavor, leading to widespread outrage and a swift return to the original formula.
Lesson Learned: Customer research is essential but must be interpreted carefully. Brands should respect the emotional connection their customers have with their products and tread carefully when making significant changes.
Branding fails offer invaluable lessons for businesses navigating their own branding strategies. Understanding your audience, respecting brand heritage, and aligning campaigns with your core values are critical steps in building a resilient and trustworthy brand. By learning from these mistakes, companies can strengthen their branding efforts and foster lasting relationships with their customers.
