Water Cooler Talk

The rebrand is dead. Welcome to the age of the brand ‘refresh’

Companies are moving from complete rebrands to brand refreshes to avoid high costs and risks. Minor updates, such as changes in color or typography, are marketed as significant refreshes, helping maintain consumer trust while keeping the brand relevant. This approach is seen as an evolution rather than a drastic change, as illustrated by Tropicana’s costly rebranding failure.

Jenn Day
Jun 13, 2024

Read the Fast Company article here.

Here is a brief summary:

  • Shift from Rebranding to Refreshing: Companies prefer “brand refresh” over “rebrand” to avoid the stigma and cost associated with complete overhauls.
  • Marketing Strategy: Minor updates, like changes in color or typography, are now marketed as significant refreshes.
  • Consumer Perception: A refresh is perceived as an evolution rather than a drastic change, maintaining consumer trust.
  • Case Example: Tropicana’s failed rebrand highlights the risks of drastic changes, costing the company $30 million in sales.
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