When it comes to branding, it’s best to err on the side of caution. While it’s a crucial element of your overall marketing efforts, if you don’t do it right, you might find yourself in waters you would rather avoid. Fortunately, looking at the top branding mistakes can help you steer clear of what’s not good for your business. Without further ado, here are the top bad branding examples the American population has seen over the years.
Coca-Cola
One of the most popular brands the world over, Coca-Cola serves as a great “branding gone wrong” example. Even the company acknowledges this misstep, questioning if it was “the most memorable marketing blunder ever.”
This is what happened. In April 1985, the company decided to take on its main competitor, Pepsi, by changing the formula of its much-loved flagship drink, Coca-Cola. However, despite extensive taste tests that suggested consumers preferred the sweeter “New Coke,” the public reaction was overwhelmingly negative.
A wave of nostalgia and emotional attachment to the original flavor swept through consumers, and the brand’s loyal customers expressed their discontent through irate phone calls to the company. In protest, many people emptied bottles of the New Coke in sewer drains.
The company’s miscalculation lay in underestimating the emotional connection consumers had with the original Coca-Cola brand. It wasn’t just a drink; it was a cultural icon, a symbol of American tradition. The dust settled only after the company made a U-turn and returned to its original formula in July 1985.
While the New Coke incident resulted in significant financial losses, it also inadvertently reinforced the enduring power of the Coca-Cola brand and the deep emotional bonds consumers held.
Pepsi
It makes sense to list Pepsi’s branding failure soon after Coca-Cola’s, given the close relationship they share. In 2008, Pepsi aimed to modernize its logo, resulting in a simplified and asymmetrical version of its iconic globe. The design intended to convey a “smile” and project a more youthful and energetic image. However, while the company spent around one million dollars on this exercise, it generated mixed reviews.
The document that shed light on the creation process contributed significantly to the backlash this branding exercise received. Filled with esoteric and often convoluted explanations, it attempted to link the logo to concepts like the Golden Ratio, the Earth’s magnetic fields, and even the Mona Lisa.
In addition, many felt that the logo was too plain and did away with the distinct features of the company’s previous logos. Some felt it was confusing, and to others, it resembled a smirk.
While not everyone hated or disliked the logo, the rationale behind creating it caused a negative public reaction. This incident highlighted the risks of over-intellectualizing marketing and design, and it serves as a cautionary tale about the importance of clear and relatable messaging, highlighting just what can happen when branding goes wrong.
Tropicana
The 2009 Tropicana packaging redesign makes it to several lists of the worst rebranding exercises. In an attempt to modernize its image, Tropicana altered the packaging of its popular “Pure Premium” orange juice drastically. It replaced its iconic image of an orange with a straw with a simple glass of orange juice, making the design more minimalist.
Loyal customers felt alienated by the new design, failing to recognize their familiar product on store shelves. Many perceived the new packaging as generic and cheap, undermining Tropicana’s premium brand image. Besides, the removal of the orange with the straw eliminated a key visual cue that conveyed freshness and naturalness.
The aftermath of what turned out to be a negative branding exercise came in the form of plummeting sales, and Tropicana suffered a loss of around $30 million. Faced with overwhelming consumer disapproval, the company quickly reversed its decision and reverted to the original packaging.
The incident highlighted the importance of understanding and respecting consumers’ emotional connections to established brands. It emphasized the risks of making drastic changes to core brand elements without thorough market research and also demonstrated the power of packaging in influencing consumer perception and purchasing decisions.
Heineken
Heineken found itself at the receiving end of considerable backlash in 2018 because of an advertisement that many viewed as racially insensitive. The ad showed a bartender sliding a bottle of Heineken Light along a bar, passing several dark-skinned individuals before reaching a light-skinned woman. The tagline displayed at the end was a cringe-worthy “sometimes, lighter is better.”
Not surprisingly, the ad sparked widespread criticism. Prominent figures, including Chance the Rapper, publicly condemned the ad, labeling it “terribly racist.” Social media users also voiced their outrage, leading to significant online hostility.
Responding to the controversy, Heineken issued an apology and pulled the commercial from all global markets. The company acknowledged it “missed the mark” and said that it would use the feedback for its future advertising campaigns. While Heineken’s reputation took a hit because of the ad, the company also suffered financially.
Of all the branding fails listed here, this incident highlighted the sensitivity surrounding racial representation in advertising and the potential for people to interpret seemingly innocuous messages as racially charged.
Gap
The rebranding of Gap in 2010 is easily one of the top poor branding examples, highlighting how quickly and intensely consumers can react to changes in a brand’s identity. This was when the company unveiled a new logo that significantly deviated from its long-standing iconic design. The intention was to create a more contemporary and modern expression of the brand.
However, the new logo received immediate and widespread criticism across social media platforms.
Consumers expressed their strong dislike for the redesign, feeling that it lacked the familiarity and classic feel of the original. Some even went as far as to think it was a PR stunt, which it wasn’t.
Faced with the overwhelming negative response, Gap reversed its decision and reverted to its original logo within a week. Only, this branding failure cost the company around $100 million.
The rapid turnaround highlighted the power of consumer sentiment and the importance of brand loyalty. It also underscores the importance of careful consideration and consumer feedback when making significant changes to a brand’s image.
Looking to Create a Marketing Strategy?Request a Quote
Conclusion
Having gone through the 5 branding failure stories on this page, you should have some indication of what to avoid in your branding campaigns. Remember that getting feedback from your target audience is crucial before you make any significant changes, as is trying to fix something that is not broken. If in doubt, you must consider seeking advice from a branding agency. After all, a professional will know of all the branding mistakes to avoid and steer you in the right direction.
