These brands changed their logos…and turned themselves into marketing lessons

There’s this product, with a widely-recognised logo, but the top brass thinks is no longer (pick any of the following) connecting with its audience/stands for its core value/fresh in appearance. So they call in your creative agency and wants a change.

Don’t we all just love* the dilemma? Established brand, strong visuals, but the board wants a new message…

Ad Age looks at a few examples of where things didn’t go…umm…quite as well as hoped.

Lesson for mine? – yes, a corporate logo (or any visual communication) may have a thousand research-driven rationales. But consumers like what’s familiar. Just ask Old Coke.

*  Sarcasm noted.

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