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  • How can a brand implement a rebrand without losing its fans?
  • How can a brand implement a rebrand without losing its fans?
    Sascha Uding (2013) ©
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How to rebrand without losing fans

Clamorous examples of failed rebrands pepper headlines worldwide. Some have prompted highly-subscripted petitions, while others have generated mocking or hostile campaigns by fans. So how can a brand implement a rebrand without losing its fans?

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“Is it balls? Is it a vagina? Is it balls in front of a vagina?” No, this journalist isn’t scrutinising a child’s drawing. This is a dissection of the apparently anatomical-esque logo at the forefront of Airbnb’s 2014 rebrand. [1] The seemingly innocent new logo spurred a barrage of ridicule from customers and press alike, but the hospitality brand is sticking firmly to its guns regardless. Many felt they had no choice.

Rebranding is a difficult process against which the stakes are stacked from the beginning. “There is no evidence that corporate rebranding has an ...

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