Brands Can Be Resurrected. But Many Rebranding Failures Come Down to Two Words: Abandonment and Obfuscation
- RE Casper
- Mar 19
- 8 min read
Updated: Mar 21
Brands can ultimately decline and fall out of favor for different reasons. Some, including those that are very strong and valuable, are abandoned. Others are altered, leading to confusion among users and stakeholders.
Fortunately, a few iconic brands, can rise up
and be allowed to live a second life.
The big question is why these sometimes monumental shifts in branding strategy take place and how these gambles will play out in the future. Are there obvious lessons for brand managers and marketers to learn, especially given the huge investment in time and resources required to make a brand well-known?
Brand Abandonment
Weight Watchers Rebranding to WW in 2018 – A Branding Misstep
Weight Watchers, founded in 1963, built a strong reputation as a weight-loss and healthy lifestyle brand. For decades, it was synonymous with structured dieting, group meetings, and a point-based system, making it one of the most recognizable brands in the weight-loss industry.
However, as societal attitudes shifted toward body positivity and wellness rather than traditional dieting, Weight Watchers attempted to modernize its image. In 2018, it rebranded to WW, dropping “Weight Watchers” entirely and positioning itself as a “wellness company” rather than a weight-loss brand.
Negative Consequences of the Abandonment
Loss of Brand Recognition and Trust
The Weight Watchers name had decades of brand equity, and by switching to WW, the company confused customers who no longer understood what the brand stood for.
Many people didn’t associate “WW” with weight loss or health, leading to a decline in engagement.
Alienation of Core Customer Base
Weight Watchers had a loyal customer base, many of whom had used the program for years.
The rebrand seemed like an attempt to distance itself from weight loss, which alienated members who relied on its structured approach to dieting.
Confusion Over Messaging
WW’s new slogan, “Wellness That Works,” was vague and ineffective compared to the clear mission of Weight Watchers.
Customers weren’t sure if WW was still a weight-loss program, a fitness brand, or a general wellness platform.
Financial and Membership Decline
The rebrand contributed to membership losses and financial struggles.
In 2023, the CEO admitted that the company had lost its way, prompting Weight Watchers to pivot back toward weight-loss solutions, even embracing controversial weight-loss medications.
Lessons from the Weight Watchers Rebrand Failure
Branding should evolve, not erase core identity – While modernizing is important, abandoning brand equity and recognition can backfire.
Messaging must be clear – Customers need to immediately understand what a brand stands for, and WW failed to communicate its purpose effectively.
Don’t alienate loyal customers – Core users often drive business stability, and drastic changes can push them away.
Reversing a bad branding decision can be difficult – After the failed rebrand, Weight Watchers is now trying to reclaim its weight-loss identity, but the confusion has already done damage.
Brand Obfuscation
Tropicana’s 2009 Packaging Redesign Failure
Tropicana, a leading brand in the orange juice market, was known for its classic packaging featuring a straw poking into an orange, a design that emphasized freshness and natural ingredients. However, in 2009, Tropicana decided to redesign its packaging to create a more “modern and sophisticated” look. The result? A branding disaster that confused and alienated loyal customers.
How the Branding Change Created Confusion
Drastic Change in Packaging Identity
The new design eliminated the iconic orange with the straw and replaced it with a generic glass of orange juice.
The Tropicana logo was minimized, making it harder to recognize on store shelves.
The classic bold typography was replaced with a bland, modern font, making it look generic and indistinguishable from private-label brands.
Customers Didn’t Recognize the Product
The redesign was so drastic that loyal customers couldn’t find Tropicana on store shelves. Many assumed the product had been discontinued or switched to a different brand.
Some shoppers accidentally purchased competing brands instead, leading to an immediate drop in sales.
Loss of Emotional Connection
The original packaging had symbolic value, the image of the straw in the orange reinforced freshness and natural ingredients.
By removing that, Tropicana erased a powerful visual cue that customers had trusted for decades.
Sales Plummeted Almost Overnight
Within two months, Tropicana lost over $30 million in sales, a 20% drop in revenue.
The backlash was so severe that Tropicana completely abandoned the new design and reverted to the classic packaging within weeks.
Lessons from the Tropicana Packaging Failure
Familiarity Matters in Branding – Customers rely on visual cues to identify their favorite brands. Sudden changes can cause confusion and frustration.
Functionality is Key in Packaging Design – The redesign made it harder for customers to recognize and locate Tropicana products, which hurt sales.
Customer Feedback is Essential – Tropicana did not test the redesign with consumers before launching it nationwide. A focus group or phased rollout could have prevented this mistake.
Rebranding Should Preserve Core Identity – Instead of modernizing for the sake of change, brands should ensure that any redesign retains key visual elements that customers associate with trust and quality.
Tropicana’s branding failure wasn’t just about bad design, it was about erasing what made the brand recognizable and relatable. The company learned the hard way that radical brand changes, without clear reasoning or consumer input, can lead to confusion, lost trust, and significant financial losses.
Brand Resurrections
Toys “R” Us Rebounds at Macy's
Toys “R” Us, once the dominant toy retailer, filed for bankruptcy in 2017 and closed all of its U.S. stores in 2018. However, the brand refused to disappear entirely. After a few failed attempts at revival, WHP Global acquired Toys “R” Us in 2021 and started bringing the brand back through partnerships.
Most notably, Toys “R” Us has resurfaced inside Macy’s stores across the U.S., creating an in-store toy shopping experience that leverages Macy’s footprint while reigniting nostalgia for the once-iconic brand. The move demonstrates how a bankrupt brand can leverage its legacy to return to relevance, though it remains to be seen whether it can recapture its former dominance.
The Resurrection of Nokia – A Tech Comeback Story
Nokia was once the dominant mobile phone brand globally, known for its durable and innovative devices. In the early 2000s, Nokia controlled over 40% of the global mobile phone market, with iconic models like the Nokia 3310 and N95.
However, with the rise of Apple’s iPhone (2007) and Google’s Android OS, Nokia failed to adapt quickly to the smartphone revolution. Instead of embracing Android, Nokia partnered with Microsoft in 2011, leading to the ill-fated Windows Phone era. By 2014, Microsoft acquired Nokia’s mobile division, and by 2016, Microsoft discontinued Nokia-branded phones entirely, effectively killing the brand.
In 2016, HMD Global, a Finnish startup formed by former Nokia executives, purchased the rights to the Nokia brand for mobile devices. The company’s strategy was to revive Nokia as a modern smartphone brand while retaining its core identity of reliability, durability, and affordability.
Instead of repeating Nokia’s past mistake (sticking with proprietary operating systems), HMD Global fully embraced Android. The company launched a new Nokia-branded smartphone lineup, including the Nokia 6, 7, and 8, running stock Android for a clean and secure user experience.
While Nokia will likely never reclaim its dominance from the early 2000s, its resurrection under HMD Global has successfully repositioned it as a trusted name in the mid-range and budget smartphone market. By embracing Android, leveraging nostalgia, and focusing on affordability and security, Nokia has rebuilt itself as a sustainable player in the mobile industry.
Rationalized Strategies or Gut Feeling?
One thing that seems to stand out with these rebranding decisions is the speed with which they were implemented, suggesting they could have been made at the executive level without extensive testing.
Key questions to consider in branding shifts
How much research was done with customers, users, and stakeholders before making the change?
Was there clear communication about why the change was necessary?
Were potential brand resistance points considered, and if so, how were they addressed?
How Companies Should Approach Rebranding
Branding changes are high-stakes moves that can either propel a company forward or cause confusion and customer alienation. To ensure a successful transition, companies should approach branding changes with a strategic, research-backed process. Here are key factors to consider:
1. Conduct In-Depth Market and Consumer Research
A well-executed branding shift starts with understanding the audience. Companies should conduct extensive research, including:
Customer Sentiment Analysis – How do existing customers feel about the brand? What aspects do they value most?
Competitive Benchmarking – How do competitors position themselves? Could a branding shift help differentiate or better position the company?
Trend Analysis – What market or industry trends justify the change? Is it driven by necessity, or is it a rebranding for rebranding’s sake?
2. Preserve Brand Equity Where Possible
Strong brands accumulate customer loyalty, emotional attachment, and cultural significance over time. Disrupting a familiar brand identity can alienate existing customers, so it’s crucial to determine what should be preserved.
If a brand must evolve, retain recognizable elements (e.g., colors, logos, taglines, or product offerings) to maintain familiarity.
If renaming is necessary, consider a phased transition where the old and new names coexist for a period before fully transitioning.
For example, when Dunkin’ Donuts rebranded to Dunkin’ in 2019, it retained its signature pink-and-orange color scheme and playful font while dropping “Donuts” to emphasize its broader beverage and snack offerings. The move modernized the brand without discarding its existing equity.
3. Clearly Communicate the Why
Customers and stakeholders don’t like surprises, especially when it comes to brands they’ve grown to trust. Transparency in communication is essential.
Companies should clearly articulate why the change is happening and how it benefits customers.
Use multiple communication channels (email, press releases, social media, in-store messaging) to ensure the message reaches everyone.
Consider using brand ambassadors or executives to personally explain the transition and provide reassurance.
4. Anticipate and Manage Resistance
Customers are naturally resistant to change, and poorly executed branding shifts can lead to backlash.
Companies should test branding concepts with focus groups and loyal customers before a full-scale rollout.
Consider phased rollouts instead of abrupt changes. For instance, Google gradually introduced Alphabet as its parent company while maintaining Google’s core identity.
Be ready with customer support teams and FAQs to address confusion and negative reactions.
5. Evaluate Post-Change Performance
Branding is an ongoing effort, not a one-time event. After a change, companies should monitor:
Sales and customer retention rates – Did customers respond positively or negatively?
Brand recognition and sentiment – Are customers embracing the new identity, or is there lingering confusion?
Search behavior and digital presence – Are people still searching for the old name? Do they understand the new one?
Consider a Thoughtful Approach to Rebranding
A brand is one of the most valuable assets a company owns. While evolution is necessary to stay relevant, changes should be data-driven, customer-focused, and strategically executed to avoid damaging existing brand equity.
By prioritizing transparency, customer engagement, and gradual transitions, companies can navigate rebranding efforts successfully and strengthen their market position instead of undermining it.
A Solid Approach to Creating a New Brand
Consider this eight-step process if you're creating a new brand from scratch. Taking time to do it right will usually pay off in the long run.
Learn More About Using Our Marketing Convergence Planning Processes to Improve Your Branding Decisions
Visit our website, Marketing Convergence Solutions, for practical strategies, including improving branding decisions, to help you create a marketing plan that enhances customer growth, generates valuable leads, and drives measurable sales results.
Our marketing planning package includes a guidebook featuring an eight-step approach that demonstrates how aligning messaging and content across traditional and digital channels while fostering collaboration between marketing and sales teams can lead to more effective marketing plans.
This comprehensive package is easy to understand and implement. It includes:
Online interactive training
Interactive planning worksheets
Presentation slides for planning sessions
Examples of measurable marketing objectives, strategies, and tactics
Comments