by Blaine Howerton | NorthFortyNews.com
Rebranding isn’t just about a new logo or a fresh tagline—it’s about transformation. Businesses across the country (and here in Northern Colorado) have taken bold steps to reinvent themselves, often in response to market shifts, customer feedback, or growth opportunities. Some have soared. Others stumbled. But all offer powerful lessons.
Let’s explore three real-world rebranding case studies and the takeaways you can apply to your own business.
1. Old Spice: From Dad’s Cabinet to Modern Cool
Then: A traditional, no-frills brand known for aftershave and deodorant, mostly associated with older men.
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Rebrand Move: In 2010, Old Spice released its now-iconic “The Man Your Man Could Smell Like” campaign. With witty ads, fresh packaging, and influencer marketing, the brand suddenly became relevant to younger generations.
Lesson:
- Don’t fear humor and personality.
- Know your audience—and how it’s changed over time.
- Consistency across channels is key for brand identity.
2. Burberry: From Overexposed to Luxury Again
Then: In the early 2000s, Burberry’s brand became diluted due to over-licensing and imitation products.
Rebrand Move: The company pulled back on licenses, revamped product lines, and brought in high-end designers. Their strategy focused on digital campaigns, sleek visuals, and reestablishing exclusivity.
Lesson:
- Sometimes, less is more.
- Don’t be afraid to pivot back to your roots when quality slips.
- Control your brand story before others do.
3. Fort Collins’ FoCoMX Festival: Small Showcase to Regional Icon
Then: FoCoMX began as a grassroots music showcase for local acts in Fort Collins. Great music, but limited recognition.
Rebrand Move: Organizers doubled down on “local pride” by showcasing hundreds of Northern Colorado artists, partnering with city organizations, and updating branding with new logos, a user-friendly website, and festival maps. Attendance and press coverage exploded.
Lesson:
- Leverage local identity—your community is your brand’s biggest advocate.
- Good design and storytelling make people take notice.
- Rebranding doesn’t always mean changing your core—it can mean amplifying it.
Planning Your Rebrand? Ask These Questions First:
- Who is your audience now, and how have they evolved?
- What aspects of your current brand feel outdated?
- Are you repositioning, reintroducing, or completely reinventing?
- Is your internal team aligned on the rebranding goals?
- How will you measure success?
Final Thoughts
Whether you’re a small business in Loveland looking to modernize or a Fort Collins nonprofit hoping to reach younger supporters, these rebranding lessons are universal. Rebranding is both an art and a strategy—but when done with authenticity, it can breathe new life into your mission.
Need help telling your new brand story? At North Forty News, we help businesses across Northern Colorado amplify their message through media, design, and strategy. Let’s talk about how to turn your rebrand into a success story.