Why Even the Biggest Brands Need to Stay Fresh
When a housing development is new, everything looks pristine. The roads are freshly paved, smooth as glass. The gardens are perfectly manicured, with plants blooming in all their glory. As a potential buyer, it’s hard not to be impressed by the sheer newness of it all. Everything is shiny, clean, and exudes a sense of promise.
But as time passes, cracks start to appear in those once-smooth roads. At first, they are barely noticeable, but over time, they become more pronounced. Instead of resurfacing the road, the local council or developers may choose to simply fill in the cracks. Patchwork repairs—temporary solutions—are made, but they’re unsightly and don't fix the core issue. Eventually, the road looks like a mess of filled gaps, and the overall appeal of the development diminishes. What was once an inviting place now feels a bit worn, neglected, and outdated.
This analogy speaks to what can happen to even the biggest and most successful brands over time. When businesses are at their peak, it’s easy to rely on past glory. Their appeal is clear, and consumers flock to them, much like buyers of that new development. However, just like roads crack and gardens get overgrown, brands too face the effects of time—shifts in consumer preferences, market trends, and new competitors. When these cracks start to show, some businesses make the mistake of simply filling them in, hoping temporary fixes will be enough.
But at a certain point, patching over the cracks simply won’t cut it anymore. What’s needed is a complete resurfacing—a rebranding that breathes new life into the business, making it relevant again to contemporary consumers.
The Dangers of Ignoring Change
Change is inevitable, especially in the fast-moving world of business. The perception that a company has "made it" and no longer needs to evolve is dangerous. Markets shift, new competitors emerge, and what once worked for a brand may no longer resonate with today’s consumers.
Let’s take a moment to reflect on the housing analogy once more. Imagine if, instead of just filling in cracks, the developer invested in a full road resurfacing. The new road would feel as smooth and fresh as the original—no patchwork in sight. The development would regain its appeal, and residents and potential buyers would take pride in the area once again.
The same is true for brands. A complete rebranding doesn’t just plaster over the cracks; it addresses the structural issues that lead to decline in the first place. This isn’t just about changing the logo or a catchy new tagline—it’s about rethinking the company’s identity, values, and how they align with current market trends and consumer expectations.
Rebranding in the Real World
The business world is full of successful rebranding examples that chose to resurface the road completely. Those that succeeded in rebranding managed to stay relevant. By being aware of market changes and branding accordingly, even brands we don’t think of a having changed over time sometimes subtly evolve. But below are some examples of some more obvious cases you will probably already be familiar with.
1. Apple
In the late 1990s, Apple was struggling. Its products were seen as outdated and its brand was nowhere near as powerful as it is today. Steve Jobs returned to the company in 1997 and undertook one of the most successful rebranding efforts in history. It wasn’t just about releasing new products like the iMac or iPod; it was about redefining Apple’s brand as innovative, sleek, and cutting-edge. Today, Apple is one of the world’s most valuable companies, and its brand identity is synonymous with modernity, design, and innovation.
2. Old Spice
Once considered an old-fashioned brand that appealed mainly to older men, Old Spice needed a complete overhaul to stay relevant. Their now-iconic 2010 "The Man Your Man Could Smell Like" campaign flipped the script on its brand image. The company wasn’t just selling deodorant anymore; they were selling confidence, humor, and a fresh sense of identity for a younger demographic. The rebranding effort turned Old Spice into a cool, modern brand that resonates with consumers across generations.
3. Burberry
Burberry, once known as a symbol of British luxury, faced a tarnished image in the early 2000s when its checkered pattern became associated with counterfeit products and low-end markets. To combat this, Burberry undertook a major rebranding initiative, focusing on its rich heritage and high-fashion appeal. By aligning itself with A-list celebrities, cutting-edge designers, and bold advertising campaigns, Burberry was able to regain its place as a top-tier luxury brand, without losing touch with its roots.
These examples show that rebranding isn’t just about staying relevant—it's about reviving consumer interest, reclaiming market position, and preparing for the future. Simply filling in the cracks would not have saved these brands. They needed to undergo structural changes to make themselves attractive again.
The Power of a Fresh Look
A brand refresh or rebrand is more than just cosmetics. In many cases, the changes must go deeper than a new logo or color palette. Sure, these visual elements are important, but they are often just the starting point of a much broader strategy.
Just as a house’s external appearance can only be improved so much with a new coat of paint, businesses need to address the foundation of their brand. This means rethinking the core values of the company, the customer experience, and what makes the brand distinct in a crowded marketplace.
One example of a brand that tried to gloss over the cracks with temporary fixes is Blockbuster. In the early 2000s, Blockbuster was still a giant in the movie rental space, but it failed to see the writing on the wall as digital streaming services like Netflix started to gain ground. Instead of evolving its business model to meet changing consumer preferences, Blockbuster stuck to what had worked in the past. In the end, the company didn’t just lose relevance—it went bankrupt. Filling in the cracks wasn’t enough; they needed to resurface entirely, which they failed to do.
Rebranding is Like Resurfacing the Road
Returning to our housing analogy, rebranding is the business equivalent of completely resurfacing a road. It’s about addressing the underlying issues, not just slapping a Band-Aid over the cracks. Sure, you can keep filling in those potholes with temporary fixes, but eventually, the entire surface needs to be renewed.
A company’s reputation and perception in the marketplace are some of its most valuable assets. As time goes by, even the strongest brands will show signs of wear and tear. It’s a natural part of the business lifecycle. However, the companies that succeed in the long run are the ones that don’t ignore these signs. They don’t just fill in the cracks; they tackle the root problems head-on and make bold changes to ensure their brand remains as attractive to consumers as it was when they first hit the market.
Staying relevant is about more than just looking good on the surface—it’s about ensuring your brand remains structurally sound. Think of it as brand revitalization instead of refreshing brand identity. Rebranding is a powerful tool that can make the difference between a business that’s simply filling in the cracks and one that’s ready to resurface, prepared for the future.
This article was written by Brand and Product Consultant Luke Green for www.ballistica.co.uk A consulting agency purposely designed to help businesses build and evolve brands. If you are looking to create a brand or feel that you have been patching over the cracks for too long with your company you can book a free no obligation consultation via our online booking service FIND OUT MORE | Ballistica LTD Experts in Brand and Product Development.
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