Lessons To Learn From: Rebranding Campaigns That Failed

Sometimes brands feel that they have to change their look or feel to win over new customers or to keep their brand "fresh" for existing ones. However, many times, their one campaign to do so undermines the years of credibility and trust they built.

In the article "Lessons To Be Learned," some of the country's largest brands tried - and failed - with their rebranding. As one of the sources in the article says, "A successful rebranding involves overhauling a company's goals, message, and culture -- not just changing a name or a logo."

We agree but would add to it by saying that unless you really know what your value proposition is, then any rebranding campaign is sure to fail. The brand lives with the customer, not the company. It's important to know what is important to them and then harness that info into a brand platform that demonstrates your value to them.

Only then can a brand build a relationship of trust, credibility and preference with the customer.

Read Business Insider's top 10 rebranding failures here: http://www.businessinsider.com/rebranding-failures-2010-3#ixzz0kbm1XE6A