Brand reinvention can risk distancing a brand from its heritage, leading to consumer skepticism. Examples like Tropicana and Royal Mail illustrate the dangers of significant brand changes when they stray too far from established identities. In contrast, revitalisation efforts focusing on heritage can maintain valuable brand equity. Brands under pressure should consider refreshing rather than completely rebranding, preserving the associations and recognition built over time. This strategic approach can prevent costly missteps and ensure continued consumer loyalty.
Big brand changes can be dangerous. Think back to the early 2000s, when Tropicana famously did away with its existing packaging. The pack changed so much that consumers couldn't recognise it on the shelf; sales plummeted as a result, and a more familiar pack was quickly reinstated.
First, denying or distancing yourself from your heritage makes people suspicious. It implies, in some way, that there's something wrong with your past.
Brand codes and associations take years to earn - Tropicana's were playing a valuable role in helping consumers locate it on the shelf, Royal Mail's were equally powerful.
Brands under pressure to modernise are better advised to think about revitalisation rather than reinvention. Doing this preserves hard-won brand equity that takes years to build up.
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