Even the most successful brands need a little remodeling now and then. Some go with a simple logo redesign or a new slogan. But others need something a little more drastic: a total brand makeover.
Big changes come with big risks. You want to be fresh and creative, but you don't want to lose sight of what's at the core of your brand. If you're thinking about a major reinvention, take a look at these brands that did it right.
Out with the old:
For years, McDonald's positioned itself as a representation of everything great about American including delicious food, carefree fun, speed, convenience, and affordability. And that worked -- for a while.
But then, America became more health-conscious and McDonald's lost some of its appeal. People blamed the brand for rising obesity rates and criticized it for using chemicals in its food (remember the pink slime fiasco?). McDonald's came to represent everything bad about American culture, from McMansions to McJobs.
Making its customers fat? Not the kind of image a restaurant wants.
In with the new:
In response to criticism, McDonald's focused on making its food more nutritious and their brand more authentic. Instead of emphasizing super-sized burgers and greasy fries, McDonald's added healthier foods, including salads, low-fat yogurt, fruit and egg whites.
And McDonald's is taking it even further -- all the way to the source of its food. A 2012 commercial series called "Meet the Farmers" showcased fresh McDonald's ingredients -- and the (fictional) local farmers that produce them.
McDonald's new, wholesome, and authentic image helped the fast food chain get back on top.