The best (and worst) rebrandings we’ve seen

The branding process is an important part of the communication strategy of any brand. Through this process a team of creatives set out the guidelines to identify a brand by its visual components and voice tone.

Almost all brands update their image throughout the years to stay relevant. When a branding solution hasn’t had the expected result, maybe it’s a good idea to make changes. This is what is known as rebranding

When a brand is modified, the main objective is to change its positioning, either because the brand has changed or because the positioning they were pursuing has not been achieved.

To renew a brand, refresh its image and adapt to new tendencies is all about changing what doesn’t work or what actually works but could work better.

Rebranding is one of the most complicated decisions in a company, it’s expensive and sometimes uncertain, which is why it’s good to have funcional examples of past rebrandings.

Great rebranding stories

  • Apple

Possibly one of the best rebranding stories of our era belongs to Apple. In the early and mid90s, The company suffered from low sales, low consumer interest and intense competition that kept customers away from them.

The brand didn’t represent much, and certainly couldn’t stand out, until Steve Jobs took over the company in 1997 and began to change consumer expectations.

With a minimalist and modern image, a dozen of new innovative products and a bunch of marketing and advertising campaigns focused on ideas and experiences rather than on products or purchases, Apple became what it is known as today.


  • Facebook

Mark Zuckerberg recently presented a new Facebook logo for corporate use. This innovative new emblem has an adaptive color palette for each of its multiple application, carrying over the same essence but shifting its values, with a custom typeface resembling Cre Gothic Bold with curved diagonals, harmonized letter proportions and open space between them.


  • Airbnb

Airbnb is a great example of how some startups don’t pay enough attention to branding when launching. It’s also an amazing example of how a quality rebranding can shift your brand to new possibilities.

In 2014, Airbnb debuted a new brand identity designed by designstudio with a new palette of colors, a typography and a new brand, called “bélo”.

The premise behind the change of the  brand was to create a major sense of belonging, and this was done through the formation of a new “community symbol that can be expressed differently by each member of the community and in each list – it is not limited by language, culture or location.”


  • Cinépolis

In June of 2019, Cinépolis presented a new dynamic logo that adapts to different circumstances, joint by a new minimalist approach to design, taking the risk to change some colors, make their brand lighter and creating a new style.


Not as great rebranding stories

  • GAP

  The textile company Gap decided to renew its logo in 2010 to make it more modern. When they announced the change of image an avalanche of criticism came through social media.

Six days after the launch of their new logo, they decided to erase any trace of it, and continue with the old one.


  • Sams

It seems to be the new Sam’s Club logo went too far into minimalism and stole the essence that characterized it. The new identity consists of two lines with angles that are in opposite directions, as well as a new sans serif typeface totally in lowercase. They also lost the different shades of indigo and green they had, only an opaque blue and white were left behind.


  • Canal de las Estrellas

Mexico’s biggest TV network, Televisa renewed the image for one of its channels and reduced its name to Las Estrellas, with a visual identity that generated criticism through its use of colors similar to those of its direct competitor TV Azteca.

This change hasn’t been fully accepted by its audience, but they decided to go through with it and hope for the best.


Rebranding has its pros and cons. You will usually find opinions divided between people who like changes and others who don’t. The secret is to focus on understanding transmitting what the public really wants.

Why should I register my brand?

Have you ever thought about the importance of registering your brand? By doing this, you’ll access a variety of benefits you may not have realized were possible. The best way to keep your property safe and protected is registering it from the moment you’ve decide on it.

Trademarks and service marks: key to registering your brand

Trademarks and service marks are two versions of a kind of intellectual knowledge property. They assert your ownership of brands, logos, and slogans, and they help you protect them from being stolen.

A trademark is essentially any “word, name, symbol, or any combination which is used or intended to be used to identify and distinguish the goods of one company from those of others”.

Most businesses have some kind of identification that makes their business stand out, both for advertising purposes and for general business purposes. Therefore, registering your brand allows you to use it on any application without having any future problems.


Reasons to trademark a brand

Here are some reasons to register your trademark:

  • Exclusive property:

    By registering a trademark, the legal system recognizes the owner. Being the owner allows you to freely dispose of your name or symbol on any place.

  • Protection against use by third parts.

    There may be other trademarks in the world, registration of a trademark gives the owner the right to prevent any person from using an identical or confusingly similar mark. Imagine that your brand has grown and is not yet registered. Another person comes and sets up a business with the same logo and the same name, taking all the profits because you didn’t do it before, so now you have lost all rights of that name and logo.

  • Transfers and licenses for the use of the brand.

    This means that the owner of the trademark can give the rights to a third party or sell it. The registration of the trademark guarantees the buyer the legality of the transmission.

  • Value of the intangible.

    A brand can worth millions of dollars. Many famous companies have increased their value because of this, creating an important legacy. Control of legal aspects have great importance too, since it allows the company to consolidate the loyalty of the user or consumer through the preservation of the identity of the products.

  • Duration of protection.

    The registration allows the use of the trademark for 10 years after the expiration of that period and it can be renewed.

  • The registration process.

    The National Institute of Industrial Property (IMPI) is responsible in Mexico of processing all trademarks registrations. Registering a brand has an average duration of 12 to 24 months.

  • Professional assistance.

    The advice of a professional in this area is highly recommended, since a specialist has the relevant technical tools and knowledge to determine the registration possibilities of the chosen brand. The INPI has articles and rules that must be followed. A professional will help compare the brand with those registered in the same activity category and can accompany the employer throughout the process, interposing the administrative resources and the necessary papers for the brand to be registered by the agency.

Before launching a start-up, you must ensure that a brand with a similar or identical name doesn’t exist, since all the growth that this project has will be linked to that brand.

Registering it before someone else does will allow you avoid undesirable situations like having to face lawsuits from third parties, or someone stealing your name and idea.

Brand naming is more important than you think

Have you ever wondered how names like Google or Nike came to be? How did their creators come up with them? Which creative process the followed, if any at all, to reach such successful brand naming?

We all want them to share the secret of a successful naming, but the truth is that every naming process is one of a kind. There are only so many words and letters that sound good, after all, so how can they be used to create a memorable brand?

Choosing a good name is not an easy task, it’s a crucial and unrepeatable decision that requires creativity, time and prior planning. If you think the naming process is not relevant, you ought to know that there are specialized branding experts that follow several steps before arriving at the perfect naming.

Your brand’s name is the first contact between clients and products or services. Even if they don’t have knowledge of its existence, the name ought to stay in their minds if it’s result-friendly or interesting for the consumers. 

Naming may seem like pure inspiration or good luck, but it’s actually part of a complicated and rewarding creative process.

Why is it so important?

One of the main reasons to have great naming is differentiation. When establishing your identity, your audience will see a unique personality before they ever engage with your brand.

It also represents a competitive advantage over all those who have a poor naming and are not strong enough to compete on the market. 

Common mistakes in the naming process stem mostly from creators who don’t consciously name their brand. For instance: misspelling, unfortunate associations, too similar to the competition or straight-up plagiarism.

If you’re not sure how to develop the right name for your target audience, speak to brand naming experts for counseling.


Naming process 

We prepared an all-star naming process guide to boost the potential of your brand! 


Figure out what your company stands for, and what you’re trying to achieve. Self-reflection is the key to starting a successful naming process.

When you hire a branding agency, they create a brief that outlines the objectives to accomplish with the brand, following information reviews, including features and history of the brand. The naming department will be in charge of highlighting your brand values through a name.


Compare your brand to your direct competitors in terms of design, colors, naming, strategies and the way they communicate to consumers. This will give you a better perspective about how market behaves and help you find a way to differentiate yourself.

Concept & Value

Knowing your main advantage or attribute will be helpful when creating the name of your brand and the composition of it. 

When creating a name, it must be rational. You must be able to explain how and where it comes from. It must have an emotional meaning to make it powerful and connecting.

The idea of starting a naming process may sound exciting and fun, especially when you want to go wild with all the names flying in your head. We recommend starting from here:

  • Write down all the features that describe your brand 
  • Describe what you want your consumers to feel when they think about your company
  • Think of words associated or related to your business
  • Find inspiration from other sources

Now you’re ready to develop a comprehensive creative plan.


Naming tips

A new brand name should follow these basic rules and strive to be:

  • Simple and memorable: Try to choose a powerful name that evokes meaning and trust. Sometimes less is more. Don’t try to exaggerate with a complicated name. 
  • Pronunciable: Keep it short. Build the right combination of letters and words.
  • Original and creative: The name should reflect the brand’s personality. Don’t try to sound like others unless you want to be one of the rest.
  • Careful with meaning: Be very careful when translations into other languages: meaning and sound may not be what you think.
  • Meaningful: Tell your brand story and connect with customers..
  • Trademarkable: Own your name as soon as possible. Drop untrademarkable names, as good as they may be.

Successful naming cases

Consider the following success stories as great cases of brand naming.

  • Chupa Chups: This name is fun to pronounce, as well as easy to remember and associate with the brand. 
  • FedEx: Fedex is the abbreviation of the company’s full name, Federal Express Company. This name works great because it works in synergy with its logo by creating a small arrow through negative space, allowing the brand identity and naming to create meaning together.
  • Airbnb: based on the English expression to define small lodging, Bed and Breakfast or BnB, this brand created a new, digital native interpretation of a classic concept.


Words are powerful. Choose your brand’s carefully and you’ll be on the road to success.

Common mistakes when creating a brand

There are several methods to build a brand, many of them variable according to the budget, type, and size of business and, of course, what’s required to fulfill the end-user’s wishes. 

Ushering a new brand into the marketing environment is like emerging into battle, where every day you’ll be struggling to survive. It may sound dramatic, but it’s true. People are not aware of the importance of branding and marketing department, so they become surprised when faced with the difficulty of managing a brand. 

There are millions of brands around the world, no doubt some more powerful than others. Not any brand is able to transmit feelings and be valued. At the end of the day, they all fight for a place in the mind of the consumer.

A brand must be managed 24 hours a day, 365 days per year. In this article, you will find common mistakes you must avoid while creating a brand. Are you ready to conquer the world with your brand?

6 common mistakes your brand needs to be careful with

1. Unclear brand mission

Definitely there’s impossible for a brand to succeed without having a reason to exist, this means to have a purpose or satisfy a necessity, otherwise, people would not recognize your brand. 

So ask yourself: 

  • What should this brand exist?
  • What goals do you want to achieve? (Short term and long term)
  • What are your values and your mission?
  • What geographical territories will it cover?
  • How much capital are you willing to invest?
  • Where are your opportunities and risks?

2. Weak identity

A brand identity is constructed at the very beginning of the branding process; this corporate personality involves colors, language, graphic symbols, values, communication, and others. 

If you want your brand to be recognized and stand apart from other brands, you should create an original brand easy to associate with friendly experiences.

3. Unknown target

Identify your target market according to your business orientation. Research helps you understand your client’s perspective and priorities, including their behavior, so you can get to them easier. 

Try to create a buyer person who will be the “expected buyer” to reach when developing brand strategies.

4. Unmemorable name

Words can open or close many doors. The name of your brand is your business card. It creates and follows your moves. 

A good name must be easy to pronounce, write and remember. A logo makes sense to better support your brand’s positioning. There are many logo making solutions to create your own logo in seconds with thousands of templates. Although these may be helpful for small businesses, its recommended you hire a professional graphic designer or branding agency to create your own logo based on your brand attributes.

You can have the highest quality product, but if your logo and tagline don’t reflect who your brand is, you will be losing a lot of sales.

It should be attractive, precise and memorable with what you want to reflect about your brand. 

5.  Caring more about sales than experience

When a client differentiates between products or services based on experience and emotions, instead of looking at the price or features, it means that the brand works. Design and carry out meaningful experiences for the client from the very beginning of the shopping process to the end of it. 

6. Poorly developed marketing strategy

Establish brand strategies that resonate with the fundamental goals and vision of your company. 

When your strategic actions are not proportional to your goals, it’s just wasted effort. Another important point of strategy is consistency. Once you’ve decided what’s driving your brand forward, you have to create underlying ideas based on “brand guidelines” and stick to them to provide your customers with a familiar identity.

Remember, a well-received brand strategy has the potential to build brand equity. We hope this information is useful to you to develop your brand. See you in the next article!

The strategy behind a business idea

The word “entrepreneurship” has become increasingly common nowadays. You hear pretty much every single day.

The reason? More and more people are starting businesses. People are putting in effort to achieve their goals. And, sometimes, they don’t even know what business idea will be the one that’s successful.

Although there is no strategy that guarantees the success of an idea, there are different steps or tips to take in mind to increase the chances:

How do you define a business idea?

The business idea is the starting point of any business project. In this case, the product or service that someone wants to offer to the market. Basically, it’s the business opportunity, that will determine the success or failure in practice.

How to create a business idea when everything has already been invented?

There is a certain point in life where it is considered that “everything has already been invented”. The first thing to do is to abandon this belief.

Business opportunities are endless. They range from designing something completely new to the innovation of something that previously existed. People shouldn’t limit their opportunities by the belief that they can’t create anything new. With innovation, anything is possible.

  • Find the correct idea. This step can be the easiest or the most complicated one. There are different sources to look for and develop ideas.
    • By coincidence or luck. Maybe the idea emerges while you’re working, driving or taking a shower. It’s usually something simple that satisfies a need.
    • By common specifiers. Basically, it’s about listening to others. Teachers, friends, family, online forums, competitors, and so on. By understanding the needs and problems they have businesspeople can develop new ideas.
    • Through observation. You have to be very perceptive to the changes occurring in the market and society. Demographic changes and new developments play a determining role.
    • Research and documentation. Search information, consult documents, previous research, market studies, and understand consumer behavior.
  • Be knowledgeable. You may have the best idea in the world, but it’s never getting anywhere without knowledge. Generally, entrepreneurs have a high level of acquired knowledge or have been benefited from previous professional experiences.
  • Try the idea. The next thing to do is to prove that the idea gives results, that it will really satisfy the need identified.
  • Launch at the precise moment. It is important to identify the right moment to put the idea in the market. This is really important because it can represent a big failure if not done right.
  • Evaluate the idea. The idea is not worth anything until it has been commercialized. However, this does not mean that having low sales is a bad product or service. Normally it takes 3 years to start seeing results, or even more.
  • Don’t give up and be realistic. Do not expect to bill a million dollars during the first year of the business. Although it’s not impossible, it’s very difficult to achieve. Remember, this doesn’t mean that the idea is not good.
  • It is always important to know how to sell a business idea properly. Having a business plan, marketing, promotion, and sales will help to achieve it.