Rebranding is an essential strategy for companies that want to stay relevant in a constantly evolving marketplace. However, while rebranding can be an effective tool for companies, there have been numerous examples of failed brand revamps globally. These failed attempts provide important lessons for companies that are considering a rebranding strategy. In this article, we will discuss the top ten learnings from examples of ten failed brand revamps globally.

The first lesson is that companies should have a thorough understanding of their brand identity. The 2010 rebranding attempt of Gap is a classic example of how a company can lose its brand identity. The new logo was too generic and did not resonate with the customers, leading to a backlash. Therefore, it is crucial for companies to understand their brand identity and ensure that any changes to the brand are in line with its core values.

The second lesson is that companies should conduct thorough market research before embarking on a rebranding exercise. The JCPenney rebranding attempt in 2014 failed because the company did not adequately research the market. The company's decision to discontinue sales and discounting promotions led to a significant drop in sales, proving that a company should never make any changes without market research.

The third lesson is that companies should not depart too far from their original brand. The 2010 Tropicana Brands Group rebranding attempt was a disaster because the new packaging made it difficult for customers to identify the brand. Companies should avoid departing too far from the original brand as it may alienate their customers.

The fourth lesson is that stakeholder involvement is essential in any rebranding exercise. The 2011 London Olympics rebranding attempt failed because the company did not involve its stakeholders in the process. The result was an ugly and confusing logo that did not resonate with the public.

The fifth lesson is that companies should always test their rebranding efforts. The 2012 Royal Mail rebranding attempt failed because the new name, Consignia, was confusing, and customers could not identify with it. Companies should always test their rebranding efforts to avoid making costly mistakes.

The sixth lesson is that companies should avoid rushing the rebranding process. The 2013 Yahoo rebranding attempt failed because the new logo was uninspired and boring. The company rushed the process without paying attention to the details, leading to a poorly received rebranding exercise.

The seventh lesson is that companies should estimate the cost of the rebranding exercise correctly. The 2008 T-Mobile rebranding attempt failed because the company underestimated the cost of the rebranding exercise, leading to a significant financial loss.

The eighth lesson is that companies should not neglect their core audience. The 2008 PepsiCo rebranding attempt failed because the new logo and messaging did not resonate with the core audience, leading to a backlash.

The ninth lesson is that companies should have clarity and purpose in their rebranding efforts. The 2018 WeightWatchers rebranding attempt failed because the new name, WW, and messaging did not communicate the company's purpose effectively, leading to confusion among the customers.

The tenth lesson is that companies should prepare for backlash when attempting to rebrand. The 2018 IHOP rebranding attempt failed because the new name, IHOb, was unnecessary and confusing, leading to negative response from the customers.

In conclusion, rebranding is an essential strategy for companies, but it should be done with care. The ten failed brand revamps discussed above provide critical lessons for companies considering a rebranding exercise. Companies should always have a thorough understanding of their brand identity, conduct thorough market research, avoid departing too far from the original brand, involve stakeholders in the process, test their rebranding efforts, and avoid rushing the process. 

A successful brand revamp can infuse a new life in a brand and may also become a cause and reason to get publicity and eyeballs. Although a negative response also leads to some publicity, it usually ends up making the brand look desperate and unprepared. So plan carefully, research much and develop well!