Branding is one of the most vital aspects of any business. It shapes how a company is perceived by the public, customers, and stakeholders. A strong brand fosters trust, recognition, and loyalty, while poor branding can cause confusion, alienate customers, and diminish a company’s reputation.
In this post, we explore 15 bad branding examples that show how even the most established companies can falter when their branding misses the mark. By comparing these failed attempts with more successful approaches, we’ll uncover lessons that businesses of any size can apply to avoid the same pitfalls.
Good Branding Versus Bad Branding Is Often a Dangerously Fine Line
No matter the organization, it’s essential to understand the difference between good branding and bad branding. Good branding is consistent, resonates with the target audience, and communicates the brand’s values, mission, and identity. It’s visually appealing and emotionally engaging, building trust and a strong relationship with customers that ultimately increases brand awareness.
In contrast, bad branding usually occurs when a brand either fails to resonate with its audience or conveys the wrong message. This can happen due to a poorly thought-out logo, misguided marketing campaigns, or failure to evolve with the times. Ultimately, bad branding harms the customer experience, dilutes the brand’s identity, and can even lead to financial losses.
Let’s examine 15 bad branding examples and what we can learn from these mistakes.
15 Examples of Bad Branding
Bad branding can happen to even the most established companies, and the consequences can be severe, from lost revenue to a damaged reputation. Whether your company is just starting out or you are looking to expand through structures such as an M&A brand roll-up, it is critical to start out with a strong brand position. These bad branding examples demonstrate how poor design choices, misguided marketing strategies, and inconsistent messaging led to branding failures.
1. Tropicana’s Packaging Redesign Disaster (2009)
What happened: In 2009, Tropicana redesigned its iconic orange juice packaging, removing the recognizable image of the orange with a straw and replacing it with a more generic design. The change confused customers, and Tropicana saw a 20% drop in sales within two months.
Why it failed: The new packaging lacked brand recognition and alienated loyal customers who associated the old design with trust and quality. It was too drastic a change, and it ignored the importance of familiarity in branding.
Successful approach: Coca-Cola has frequently refreshed its packaging without losing its brand identity. Its 2011 “Share a Coke” campaign allowed customers to engage with the brand in a new way while still preserving Coca-Cola’s signature elements.
2. Gap Logo Redesign (2010)
What happened: In 2010, Gap changed its iconic blue square logo to a more minimalistic design without warning or explanation. The backlash was immediate, with customers expressing outrage over the abrupt change.
Why it failed: Gap underestimated the emotional attachment customers had to their original logo. The sudden shift is a bad branding example because it alienated their loyal customer base, and the new design was viewed as bland and uninspired.
Successful approach: Nike’s logo has undergone subtle changes over time but has always maintained its core identity — the swoosh. This consistency, combined with occasional updates, keeps the brand fresh while preserving familiarity.
3. Pepsi’s Failed Rebrand (2008)
What happened: Pepsi spent $1 million on a logo redesign in 2008, but the new look received mixed reviews. The redesigned logo was confusing, with many feeling it looked like a smirk, while the entire campaign lacked clarity in communication.
Why it failed: The new logo was too abstract, and the brand message behind the change was not well-communicated. Pepsi’s attempt to modernize its image was a bad branding example that fell flat because it failed to connect with its audience.
Successful approach: Once again Coca-Cola shows an example of what to do in beverage branding. As Pepsi’s main competitor, Coca-Cola has kept its branding timeless. The soft drink giant sticks to a traditional logo that evokes nostalgia while occasionally launching creative, temporary packaging, such as their vintage bottles, that doesn’t undermine their overall identity.
4. RadioShack’s Rebranding Attempt (2013)
What happened: RadioShack rebranded itself as “The Shack” in an attempt to modernize its image and appeal to younger consumers. Unfortunately, the name change confused customers and didn’t resonate with their target audience.
Why it failed: This is a bad branding example because the name change didn’t address RadioShack’s deeper problems — irrelevant inventory and outdated business practices. Because the rebrand did nothing to clarify their value proposition, consumers remained unsure of what “The Shack” actually represented.
Successful approach: Best Buy has successfully adapted to the digital age, maintaining its brand name while shifting its business model to prioritize online sales and in-store support for tech products.
5. Burberry’s Logo Redesign (2018)
What happened: Burberry, known for its luxury and tradition, decided to redesign its logo in 2018, opting for a modern, minimalist design. The new logo did away with the equestrian knight logo and opted for a plain font.
Why it failed: While the minimalist design trend works for many companies, it didn’t resonate with Burberry’s target audience. The brand’s association with heritage and class was diluted by the overly simplistic redesign, which many felt stripped away its identity.
Successful approach: Brands like Gucci have successfully modernized without abandoning their rich histories, staying true to their iconic patterns and logos while introducing fresh designs and collaborations.
6. Uber’s Logo Confusion (2016)
What happened: Uber replaced its iconic “U” logo with a new design featuring an abstract symbol meant to represent bits and atoms. The change was puzzling to many users, who no longer recognized the brand at a glance.
Why it failed: The redesign was too abstract and didn’t communicate what Uber was about. Customers associate logos with convenience and identity, and the new Uber logo failed to deliver on both fronts.
Successful approach: Lyft, Uber’s main competitor, has consistently maintained its recognizable pink logo, helping customers easily identify its service while building brand loyalty and increasing market penetration.
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Upgrade Your Market Penetration Strategy7. JCPenney’s Pricing Strategy (2012)
What happened: JCPenney revamped its entire pricing model, doing away with sales and coupons in favor of “everyday low pricing.” This change alienated customers who had grown accustomed to the thrill of finding deals.
Why it failed: The new strategy wasn’t well communicated, and it ignored the fact that JCPenney customers were motivated by discounts. Rather than appreciating the consistency of low prices, customers felt a loss of value without the traditional sales structure.
Successful approach: Walmart has maintained its “everyday low price” strategy with clear branding that communicates value. They promote affordability while keeping customers engaged with occasional rollbacks and sales.
8. London 2012 Olympics Logo
What happened: The London 2012 Olympics logo was revealed to much controversy. The jagged, abstract design was criticized for being confusing and unattractive, with some even drawing inappropriate interpretations from the shapes.
Why it failed: The logo didn’t evoke the spirit or tradition of the Olympics, and the overly modern design alienated fans of the event. It was a complete departure from the iconic, easily recognizable logos of previous Olympic Games.
Successful approach: The Rio 2016 Olympics logo successfully captured the vibrancy and culture of Brazil while remaining modern, engaging, and relevant to established Olympic iconography.
9. Kodak’s Failure to Adapt
What happened: Kodak failed to evolve its branding and business strategy when the world shifted to digital photography. The brand, once synonymous with film photography, didn’t rebrand itself as a leader in digital imaging in time.
Why it failed: Kodak’s brand was tied too tightly to a single product — film. As the market shifted, Kodak’s refusal to embrace change ultimately led to its downfall, with competitors like Canon and Nikon leading the digital photography revolution.
Successful approach: Fujifilm, once a direct competitor to Kodak, embraced digital photography and diversified into other markets like healthcare, successfully rebranding itself for the modern age.
10. Blackberry’s Branding Decline
What happened: Blackberry, once the go-to phone for business professionals, failed to keep up with the smartphone revolution. Its branding stayed focused on outdated features like physical keyboards, while consumers were flocking to sleeker, touchscreen devices.
Why it failed: Blackberry’s branding was too rigid, and the company failed to communicate its relevance in a rapidly evolving tech landscape. By the time they pivoted, it was too late.
Successful approach: Apple consistently positions itself as a forward-thinking brand with each iPhone release. They’ve built their identity around innovation and sleek, user-friendly designs, keeping consumers excited about each new iteration.
11. McDonald’s Arch Deluxe Flop (1996)
What happened: McDonald’s attempted to cater to an upscale audience by introducing the Arch Deluxe burger, a premium option aimed at adults. But the product failed because McDonald’s branding had always been centered on affordability and family-friendly offerings.
Why it failed: McDonald’s misunderstood its brand identity. Customers weren’t going to McDonald’s for upscale dining, and the Arch Deluxe confused the brand’s core message.
Successful approach: Chipotle succeeded in positioning itself as a premium fast-casual dining option by focusing on quality ingredients and customization. It appealed to adults looking for quick but healthy meals without alienating its core customer base.
12. Coca-Cola’s “New Coke” Disaster (1985)
What happened: Although used as a positive example above, Coca-Cola is not without its branding missteps. In an attempt to compete with Pepsi, Coca-Cola introduced “New Coke” in 1985, reformulating its classic drink. The move sparked outrage, and Coca-Cola quickly reverted to its original formula.
Why it failed: Coca-Cola misjudged the loyalty of its customer base. The new formula wasn’t the issue — customers were upset that their beloved classic Coke had been taken away.
Successful approach: Coca-Cola learned from its mistake and has since used limited-time flavors to experiment, like the successful Cherry Coke and Vanilla Coke, without altering its flagship product.
13. Yahoo’s Branding Confusion
What happened: Yahoo underwent several branding changes and strategic shifts over the years, ultimately losing its position as a leader in the tech world. Their logo changed multiple times, and the company struggled to define its core offerings.
Why it failed: Inconsistent branding and a lack of clear direction led to customer confusion. Yahoo wasn’t sure if it was a search engine, a media company, or a tech platform.
Successful approach: Google has maintained consistent branding while expanding its services. The iconic logo has evolved only slightly, and Google’s core identity as a search engine has remained intact, even as the company ventured into new areas like AI and hardware.
14. American Apparel’s Controversial Marketing
What happened: American Apparel became notorious for its sexually charged advertising campaigns, which many saw as exploitative and offensive. This controversial branding alienated large segments of the market.
Why it failed: The brand’s marketing crossed the line from edgy to inappropriate, leading to negative public perception. In the era of social consciousness, brands need to be aware of how they are perceived.
Successful approach: Patagonia’s branding focuses on sustainability, activism, and environmental responsibility, resonating with socially conscious consumers while maintaining authenticity.
15. IHOP’s IHOB Gimmick (2018)
What happened: IHOP temporarily rebranded itself as “IHOB” (International House of Burgers) to promote its new burger menu. The move sparked confusion, as IHOP was known for breakfast foods, not burgers.
Why it failed: The name change felt like a cheap gimmick rather than a legitimate rebrand. While it did generate some initial buzz, it didn’t lead to long-term success in the burger market, and IHOP quickly reverted to its original name.
Successful approach: Wendy’s has consistently embraced social media and humor to market its products. Rather than overhauling its entire brand, Wendy’s focuses on engaging customers with witty, targeted campaigns that align with its existing identity.
Learning from Bad Branding Examples to Improve Your Brand Strategy
These bad branding examples highlight the importance of staying true to a brand’s identity while being responsive to changing markets and consumer preferences. Whether through misguided redesigns, confusing marketing campaigns, or an inability to adapt, these failures offer valuable lessons for businesses looking to avoid similar mistakes. By understanding the core elements of successful branding — consistency, relevance, and clear communication — companies can build and maintain brands that resonate with their audiences for years to come.
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