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Rebranding

How brands like Birkenstock and Victoria's Secret stage a comeback

by Kristin Schwab
May 2, 2023
It takes more than trends and nostalgia to become popular a second or third time around. It can take years of hard work.
"How can we not sell, you know, mastectomy or maternity bras?" says Sarah Sylvester, executive vice president of marketing at Victoria's Secret. "Like, why would we turn any woman away for anything that she needs if we’re supposed to be the leader in bras?" Above, an underwear display from 2021.
Justin Sullivan/Getty Images
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For this Michigan stationery company, it's time to look beyond greeting cards

by Sean McHenry
Apr 20, 2022
Rebranding can be risky, but Annie Lang Hartman, owner of Compass Paper thinks it's "definitely going to be worth it."
"We are currently working on relaunching our business," said Annie Lang Hartman. "And because of that we are trying to flip our entire inventory." Above, clearance sale mugs at Compass Paper Co.
Courtesy Annie Lang Hartman
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Cleveland's baseball team takes the field as "Guardians"

by Savannah Maher
Apr 7, 2022
Economic pressures have played a role in the campaigns to change mascot names that many people consider racist.
The team changed its name after being pressured to drop branding that many people considered racist.
Emilee Chinn/Getty Images
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Race and Economy

Aunt Jemima rebrands as Pearl Milling Company

by Nova Safo
Feb 10, 2021
It's part of a reappraisal of brands long criticized for their demeaning or racist roots.
Aunt Jemima has rebranded itself as Pearl Milling Company.
PepsiCo
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What's in a font?

by Ashley Milne-Tyte
Apr 17, 2019
Lately, a lot of brands are embracing a minimalist look.
Lately, a lot of brands are embracing a minimalist look.
CactuSoup/iStock/Getty Images Plus
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Silver is the new gold

by Lisa Napoli
Oct 26, 2018
People over 50 have most of the disposable income, but marketers mostly see them as sick and fearful.
An office interior.
Fred Mott/Evening Standard/Getty Images
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Silver is the new gold

by Lisa Napoli
Oct 26, 2018
People over 50 have most of the disposable income, but marketers mostly see them as sick and fearful.
An office interior.
Fred Mott/Evening Standard/Getty Images
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What's in a name change for Dunkin' Donuts?

by Mitchell Hartman
Sep 26, 2018
Don't worry, you can still pick up a glazed donut with your morning coffee.
A sign for a Dunkin' Donuts store is viewed on August 26, 2013 in New York City.
Spencer Platt/Getty Images
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Coca-Cola is changing its look

by Nova Safo
Apr 20, 2016
The iconic soda brand is trying out a new design.
Image via Coca-Cola Co.
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Inside an infamous company’s risky marketing strategy

by Mark Garrison
Feb 4, 2016
Jägermeister wants to broaden its appeal beyond shot-drinking bros
The drink best known for drunk college bros is trying to create a new image while maintaining the Jägerbomb spirit. 
lincolnblues/Flickr
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