August 15, 2024
From Gym Class to Grown-Up: The Evolution of Axe
How Axe outgrew its teenage "shower in a can" image and provocative ads to reposition itself in fine fragrance for a mor
March 16, 2024
Best Buy: The Retailer That Dodged the E-commerce Bullet
Founded in 1966 as a St. Paul stereo store, Best Buy survived the e-commerce era through relentless adaptability and rep
March 16, 2024
WWF to WWE: The Name Change That Rocked Wrestling
A legal battle with the World Wildlife Fund over the WWF initials forced the wrestling federation to rebrand as World Wr
February 5, 2024
IHOP's Identity Crisis: When Pancakes Wanted Burgers
IHOP's 2018 IHOb stunt to promote Angus burgers reveals the risks of rebranding and the challenge of escaping a breakfas
January 28, 2024
Racist Brand Crisis: Mastering Brand Transformation
When a profitable brand carries a racist past, leaders must weigh rebranding, renaming, or status quo against business i
November 8, 2023
Nokia's Masterclass in Effective Rebranding
Nokia's comeback uses three steps: reviving classic phones for nostalgia, switching from Microsoft to Android, and build