Rebranding A Company – When Is The Right Time?

Rebranding a company can be a powerful game-changer but only if it s done at the right time. In some cases, an ill-timed rebrand has hurt sales and company image among consumers. An important adage to remember is If it ain t broke, don t fix it. We shouldn t tinker with time-honored tradition simply for the sake of boredom. Do you recall these recent examples of rebranding gone wrong? In 1985, Coca-Cola tried to introduce New Coke, a new recipe for a younger generation. Strong consumer backlash forced the company to revert back to Coca-Cola Classic after just 77 days and $4 million. In the late nineties, British Airways changed the classic Union Flag on its tail-fin with a series of ethnic designs from around the globe. Margaret Thatcher famously draped her handkerchief over a model airplane sporting the new look and called it awful. The following year, they ditched their much-criticized design and replaced it with a red, white and blue Union Flag that was more akin to the British id

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