Rebranding | Page 5

Building a Business

How to Rebrand With Customer Perceptions in Mind

When a company's aspirational self-perception misaligns with the market's, rebranding rarely lands as intended. That can be flat-out embarrassing.

By Steve Blue

Business Branding

Rhapsody Is Taking on the Name of Napster. Is the Move Brand Suicide?

By Nina Zipkin

Business Branding

In the Spirit of Budweiser’s ‘America’ Campaign, Smaller Brands Should Also Celebrate All Things U.S.

By Jim Joseph

Online Presence

Instagram Updates Logo and Its Fans Lose It Once Again

By Lesya Liu

Building a Business

Thinking of Rebranding? Look to These Larger Companies to Do It Right.

Entrepreneurs from any size business can learn a great deal from the successful rebranding campaigns of larger organizations.

By Peter Gasca

Building a Business

Apple Faces a Big Dilemma If It Wants to Become a Services Business

In its current form, Apple is in no way equipped to get in the notoriously tricky enterprise-services game.

By Matt Weinberger

Building a Business

4 Ways to Survive Your Company’s Rebrand

When your "brand" no longer defines what your business is actually all about, it may be time to pivot. Here's how.

By Robert Wallace

Building a Business

What Prince Can Teach All Companies About Rebranding

The recent death of the artist known as "The Purple One" (among other names) offers lessons in the power of image, branding, and adaptability.

By Julia Anne Matheson and Danielle Wright

Building a Business

GE Makes Its Own Hot Sauce to Attract Millennial Engineers

General Electric has teamed up with Thrillist to combine science and food trends in its latest scheme to attract up-and-coming talent.

By Lydia Belanger

Marketing

Here Comes the Brand: How Company Rebranding Is (Sort of) Like a Wedding

When undergoing a rebranding process, make sure you prepare for the long haul and keep your customers happy.

By Efrat Ravid

Building a Business

Coke Zero Is Being Renamed in the U.K. Because People Don’t Know It’s Sugar-Free

The new marketing push will cost more than $14 million.

By Matthew Nitch Smith

Building a Business

Brand Reinvented: How 3 Companies Gave Their Products a Fresh Start

By changing fonts, colors and designs, these very different companies all got a new chance at success.

By ian Frisch

Building a Business

Don’t Let Your Rebranding Destroy Your SEO

The trick is to make sure the search engines crawling your website have the chance to catch up.

By Eric Siu

Building a Business

Time for a New Set of Wheels? 4 Steps to Giving Your Brand a Facelift.

Sometimes, it's smart to do a complete overhaul to tell a powerful story of a company's growth.

By Elise Mitchell

Building a Business

The Ultimate Rebranding Checklist for Entrepreneurs

Rebranding can be an effective tool for growing your business, but it should be given a lot of thought.

By Peter Gasca

Building a Business

Volkswagen Faces the Most Onerous Rebranding Challenge In History, Again

A nice apology letter from VW gives some clues just how badly they screwed up.

By Peter Page

Building a Business

Don’t Brand for Now, Brand For ‘Then’

Brand your success point, not your success journey. But, first, know the difference.

By Mark Di Somma

Business Branding

It’s Official: Pictures of Totally Naked Women Will No Longer Appear in Playboy

People won't be lying when they say 'I read it for the articles,' if they read it at all.

By Kim Lachance Shandrow

Building a Business

How Flipora Became Rover Without Confusing 30 Million People

To be certain that users would not forget who the company is, it announced major, positive news along with the name change.

By Peter Daisyme

Building a Business

Google Changed Glass’s Name to a Migraine Symptom

It's now reportedly called Project Aura.

By Laura Entis

Building a Business

Verizon Strips Down Its Logo in Lukewarm Reboot

Simple. Check. Scalable. Check. Already hated on by T-Mobile CEO John Legere. Six checks.

By Kim Lachance Shandrow

Building a Business

7 Quick Tips for Redesigning Your Company Logo (Infographic)

Change doesn't have to be complicated. Simply tweak the old to ring in the new. Here's how.

By Kim Lachance Shandrow

Online Presence

Facebook (Barely) Updates Its Logo for the First Time in 10 Years

You probably didn't even notice.

By Kim Lachance Shandrow

Building a Business

Rebranding? Don’t Forget Your Mobile Strategy

Mobile is no longer a by-product of the overall digital master plan and needs to be part of all rebranding strategies.

By Gilad Bechar

Business Branding

This U.S. City Just Made an Unusual Move to Compete With Uber

Long Beach, Calif., became the first major U.S. city to ease taxi regulations in the face of competition from ridesharing services.

By Geoff Weiss

Building a Business

Abercrombie & Fitch to Ditch Sleazy Hot Clerk Policy and Trademark Sexy Abs

You don't have to be, like, totally hot to work at the preppy retailer anymore. Here's why Abercrombie is going G-rated.

By Kim Lachance Shandrow

Building a Business

Microsoft Is Planning to Phase Out Internet Explorer

The tech giant is moving away from the ill-loved brand in favor of a new browser codenamed Project Spartan.

By Nina Zipkin

Business Branding

Lobster Went From Prison Food to Delicacy. Your Product Can, Too. (Infographic)

The 'cockroach of the sea' wasn't always so swanky. It was cleverly rebranded. Dig into the creature's remarkable tale to learn how you can boost perception of your product's value.

By Kim Lachance Shandrow

Building a Business

You’re Rebranding. Should You Change Your Company Culture?

Rebranding presents a unique opportunity to examine a company's cultural climate in light of its goals.

By Greg Mason

Building a Business

Make Customers Fall in Love With Your Brand

By building on mutual understanding, a brand and its customers can move into more serious, long-term relationships that benefit both parties

By Mark Flaharty