<\/p>\nRoll out a worldwide rebrand. <\/strong>Even with the most eye-catching new visual identity, your rebrand can\u2019t get off the ground without a solid launch strategy. To help you capitalize on your global rebrand rollout, Frontify created this guide full of expert takes from every layer of the rebranding journey. Reintroduce your brand the right way.<\/p>\n<\/span><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\nAs we pack away our Halloween costumes and Mariah Carey defrosts to usher in the holiday season, we here at Marketing Brew are taking a look at the best and worst rebrands of the year.<\/p>\n
While this year saw some questionable rebrands (here\u2019s looking at you, X) marketers and brand experts we spoke to pointed out some others that deserve our attention, for better or worse.<\/p>\n
Responses have been lightly edited and condensed for clarity.<\/em><\/p>\nThe winners<\/h2>\nBarbie\u2019s brand makeover<\/h4>\n
\u201cIt was a brand that had sort of fallen out of culture, sort of had a bad rap, and was losing market share. Then, through this movie [and] through the multichannel and omnichannel activations, they were really able to enter into the cultural zeitgeist, change the conversation, reposition themselves, and reimagine Barbie moving forward, which was pretty amazing. They acknowledged all of the challenges the brand came with and also painted a picture of how they\u2019re moving forward with all the diversity that you saw in the movie, which was more of a real reflection of where society and culture is today. I think it was, hands down, the branding moment of the year.\u201d\u2014Hillel Hurwitz, CEO and founder of creative shop Bald<\/p>\n
EA Sports\u2019s FIFA franchise successor, EA Sports FC<\/h4>\n
\u201cI wish I had worked on that. FIFA has been around for so long. It\u2019s such a staple in the world of soccer. It creates the connection between the real world and the gaming experience\u2026The solution was pretty cool. EA Sports FC, the energy of the new identity, and the logo with the triangle. It\u2019s sports, it\u2019s sharp, it\u2019s high energy. It\u2019s connected to the user experience of the video game itself. I thought it was a really smart solution.\u201d\u2014Ramon Jimenez, global principal at brand consultancy Wolff Olins<\/p>\n
Eurostar\u2019s railway rebrand<\/h4>\n
\u201cThey\u2019ve captured travel and Europe really, really nicely\u2026It\u2019s got an idea at the heart of it, this spark that holds the whole identity together. But then that spark also becomes the logo and the E. I think the way that it goes through the whole system is really nice\u2026The typeface feels really unusual for a brand. And Eurostar, it\u2019s such a great service, but it\u2019s felt so tired and dusty for so long. It\u2019s just so nice to kind of see it get a new lease of life.\u201d\u2014Sean Thomas, ECD at global agency Jones Knowles Ritchie<\/p>\n
The losers<\/h2>\nHBO Max\u2019s rebrand to Max<\/h4>\n
\u201cI don\u2019t understand why you would walk away from all the equity that exists from years of amazing content that has been linked to that brand. [HBO] has such an amazing reputation for storytelling and great TV from The Sopranos, Sex and the City, Game of Thrones, and so many other franchises. That\u2019s equity that has been transferred to HBO, and then all of a sudden you walk away from it?…I feel like that one could\u2019ve used a little bit more thoughtfulness.\u201d\u2014Ramon Jimenez, global principal at brand consultancy Wolff Olins<\/p>\n
\u201cHBO had such brand equity. Home Box Office is such a good name [and] a perfect encapsulation of what the value of HBO is. They had kind of started that whole \u2018golden age of television\u2019 thing. Instead of building on that further, and maybe taking that into its next era, they kind of just threw it all away.\u201d\u2014Jeffrey Kotran, VP of brand strategy at Altitude Marketing<\/p>\n
Twitter\u2019s much-publicized switch to X<\/h4>\n
\u201cI know everyone\u2019s going to say it, but it does deserve an absolute dunking-on, if I\u2019m honest. I love Twitter, and I used it for years\u2026When you\u2019re on the homepage, the logo is black and white, but all the UX and UI is blue. People still say \u2018I\u2019m tweeting things\u2019 rather than \u2018I\u2019m X\u2019ing things.\u2019\u2026I just think it\u2019s a shame. You\u2019ve thrown away loads of distinctive assets. You\u2019ve thrown away a platform that was really good. You go on there now, and it\u2019s just disinformation. It\u2019s fake news.\u201d\u2014Sean Thomas, ECD at global agency Jones Knowles Ritchie<\/p>\n
Johnson & Johnson\u2019s new visual identity<\/h4>\n
\u201cYou see a brand that has such a legacy, and has such a story behind it, [and you] water down any bit of personality, going from that script to a very minimalist, almost boring typography. It\u2019s stripped away a lot of the personality and the legacy that the brand came with. You see that happening a lot. I think a lot of brands are moving toward this sense of minimalism, \u2018let\u2019s strip everything down, keep things super basic, and make it more digital.\u2019\u201d\u2014Hillel Hurwitz, CEO and founder of creative shop Bald<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Roll out a worldwide rebrand. Even with the most eye-catching new visual identity, your rebrand can\u2019t get off the ground without a solid launch strategy. To help you capitalize on your global rebrand rollout, Frontify created this guide full of expert takes from every layer of the rebranding journey. Reintroduce your brand the right way. […]<\/p>\n","protected":false},"author":1,"featured_media":20161,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-20160","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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