5 Branding and Rebranding Case Studies

5 Branding and Rebranding Case Studies

In this rebrand compilation, we review some of the most iconic and impressive rebrands in recent history, including the 2003 LEGO rebrand and the Old Spice rebrand, and how these strategies brought these organizations back into the mainstream market.


LEGO, one of the most iconic toy brands globally, faced financial troubles in the 1990s and early 2000s. CEO Jørgen Vig Knudstorp implemented a successful rebranding strategy by cutting costs, focusing on audience engagement, and creating new product lines. Today, LEGO holds a market share of over 7.6%, making it the biggest toy brand worldwide.

Old Spice

Old Spice’s rebranding in the 2010s targeted a younger audience through creative marketing campaigns and social media engagement. The brand’s humor and modern image led to increased market share and consumer engagement.

Schuetz Insurance

Schuetz Insurance revamped its marketing and web presence with Impact’s help, leading to 25% business growth, increased web traffic, and improved social media engagement.


Mailchimp’s 2018 rebrand focused on expanding its services and modernizing its image, resulting in increased brand recognition and alignment with its new offerings.


Airbnb’s rebrand emphasized community and personal connections, enhancing user experience and global recognition.

Key Takeaways

  • Understanding Audience Engagement
  • Adapting to Market Changes
  • Bold Marketing Strategies
  • Streamlining Operations
  • Expanding Service Offerings
  • Emphasizing Storytelling
  • Social Media Engagement

By learning from these success stories, marketing agencies can gain valuable insights into effective rebranding strategies that drive growth and engagement.

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