Rebrand Trends & Statistics
A logo too far: What separates a successful rebrand from a failure
To modernize its image, Cracker Barrel swapped its heritage-rich logo for a sleek, simplified wordmark. The change sparked immediate backlash, forcing the company to reverse course days later. The rebrand faltered for several reasons, chief among them a failure to understand its core audience.
Max will finally be HBO Max again—but what took so long?
HBO Max is back after a lengthy branding misstep: The pivot reflects the enduring power of HBO’s cultural and commercial identity.
Kay Jewelers targets Gen Z, millennials with brand refresh
Kay Jewelers refreshes brand, invests in store upgrades to maximize “Zillennial” appeal: The retailer hopes that more personalized experiences, along with a wider selection of fashion jewelry, will win over younger audiences.
Spotify rebrands ad platform to capture more advertising dollars
Spotify rebrands ad platform, expands features: Ads Manager reflects a notable shift toward programmatic growth and expanding advertiser appeal.
Best Buy’s rebrand, refresh aims to reverse its two-and-a-half-year slump
Best Buy looks to distinguish itself from the competition: The struggling retailer refreshes its online and offline presences to turn around its two-year slump.
Home Depot’s revamped retail media network simplifies campaigns, expands audience, VP says
Yesterday, The Home Depot hosted its first in-person retail media marketing summit, InFronts, where it introduced its revamped retail media network, Orange Apron Media. In addition to the new name, the retail media network will expand its services to include a unified on-site/off-site platform, a data clean room solution, and new media partners.
The Daily: Can Spotify become the 'audio app' and what it will take to get there
On today's podcast episode, we discuss a user milestone for Spotify, whether it needs a rebrand, and where new growth is most likely to come from. Tune in to the discussion with our analyst Daniel Konstantinovic.
HBO Max and Discovery+ merge to become Max, transforming the streaming and advertising landscape
HBO and Discovery+ going to the “Max”: Combined streaming service kicking off in May will bring new business leads for advertisers. Read online.
The Daily: Meta struggles a year into its rebrand, negatively influenced influencers, and a TikTok super app?
On today's episode, we discuss what's behind Meta's revenue decline for a second consecutive quarter, what to make of things one year after the Meta rebrand, and the state of the company's metaverse initiative. "In Other News," we talk about whether being an influencer is sustainable and the chances that TikTok will become the first true super app in the West. Tune in to the discussion with our analyst Debra Aho Williamson.
BlackRock rebrands sustainable investing unit to help defend against ESG scrutiny
The asset manager’s renamed division will be charged with managing critics from the political left and right.
ViacomCBS becomes Paramount, doubling down on streaming efforts
For ViacomCBS, becoming a streaming titan is the top goal: The media giant is rebranding as Paramount, touting its streaming products’ growth.
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