As sales of its physical magazines decline, Playboy – once top of the top-shelf – is rapidly reinventing itself for the digital age. It has now launched a free mobile app that offers Buzzfeed-style editorial content and Vice-style video. But most importantly, it’s nudity-free and safe for work.

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?

70% of men and 30% of women watch porn. It comes in all shapes and sizes; from homemade to Hollywood. But what about porn for those who prefer their coffee artisan and their music on vinyl? TALC Magazine is closer to coffee table centrepiece than under-the-bed contraband. Is the way we view porn changing?

Most people's first experience of Playboy invariably involves buying one of the magazines and keeping it hidden from anyone else. But the company is attempting to shake off the embarrassment attached to its content by launching a 'safe for work' website, and it's proven to be hugely popular.