Is any brand beyond saving? Not if you take the Volkswagen example. The car producer shook off its Nazi associations by atoning for its dark past and re-building the brand from the ground up via name changes and product acquisitions.
You’ve given your brand a unique moniker, only to receive an official legal letter from a big business that’s taken offence. It’s a nightmare entrepreneurs dread, but company name disputes are seemingly inevitable.
Criticism of Uber’s redesign has been widespread, but most has focused purely on the superficial elements: people don’t like the image, it’s not clear, and the different versions for different countries are confusing etc. But that’s not the main issue.
Taxi extraordinaire Uber's latest logo change has left a rather vocal part of the Internet befuddled. Gone is the familiar “U,” replaced by something that looks like Pac Man or the Death Star.
So you’ve spent years building your business from the base up, acquiring customers, closing funding rounds and building the team. After deciding the company needs a fresh new look, how do you go about doing that to an established company worth a nine-figure amount?
What’s in a name? The answer is: quite a bit when it comes to successful branding for a small, but fast growing, company.
In light of Wonga’s new branding and “soft approach”, Real Business brings you examples of when company rebranding has been a success, and when it was probably better leaving it as was.
As the public face of a company, name, logo, and even brand identity, need to be thoroughly thought out – especially when it comes to rebranding.
Any business considering a rebranding initiative (or for that matter, an initial branding) should make sure that they follow some basic legal steps.