10 brands spent big bucks creating their new images. However, each rebrand was met with disappointment and consumer backlash. Why? Aside from the fact that many people become attached to classic brand imaging, many of these “rebrands” were nothing more than a new name and logo, and that’s not what rebranding is all about. While the imaging is important, a full rebrand involves overhauling a company’s goals, message and culture. Your brand isn’t just your name and/or logo, and you can’t have a “new” brand if…

I’m sure by now you’ve all heard about how Starbucks is testing out a company rebrand. Unlike what I consider to be a corporate rebrand, the company is actually rebranding each store individually to make them appear to be “hometown” coffee shops rather than the international corporate giant shops that they now are. Of course, the new shops will offer some differences other than new names: alcohol, live music, poetry readings, and maybe even a few new manual espresso machines. Already, one store has opened…