When Rebrands Go Wrong: Lessons for Customer Experience Leaders

In this episode of The Intuitive Customer, Professor Ryan Hamilton is joined by guest host Ben Shaw to explore the high-stakes world of rebranding.

From Cracker Barrel's logo backlash to Jaguar's radical design overhaul, they unpack what happens when brands chase new audiences at the expense of their loyal customers.
The conversation dives into the tension between rebranding vs. repositioning, why heritage brands face special challenges, how politics and culture can hijack brand decisions, and practical lessons for leaders trying to grow without alienating their core base.

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Key Takeaways

• Rebrand ≠ Reposition: A visual refresh is not the same as shifting your audience or your value proposition, conflate the two at their peril.

• Respect the Core Customer: Growth shouldn't mean neglecting the customers who got you here; woo them as deliberately as you pursue new ones.

• Brand Stretch Matters: Broad idea-driven brands (e.g., Virgin, Crocs) can pivot more easily than heritage or status-driven brands (e.g., Jaguar, Burberry).

• Change Carries Political Luggage: In today's climate, even aesthetic changes can be interpreted as taking sides so plan for backlash and communication.

• Experience vs. Marketing: Quietly improving the customer experience often triggers less resistance than highly visible logo or messaging changes.

• Segment Conflicts Are Real: Pursuing one segment often pushes you away from another.

• Sub-brands Can Create Safe Space: When segments clash, consider sub-brands or status tiers to reduce friction (e.g., Nike's sport verticals, Burberry's London/Brit/Brit Prorsum).

• Heritage is an Asset and a Trap: Brands built on nostalgia or legacy often risk losing their most valuable equity if they modernise too aggressively.

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Resources & Brands Mentioned

• Ryan Hamilton & Annie's book: The Growth Dilemma – on managing relationships between customer segments.

• Brand case studies: Cracker Barrel, Jaguar, Burberry, Kohl's, Nike, Crocs, Virgin, Michael Kors.