Case studies of successful brand turnarounds – Brand Crisis Management and Brand Revitalization

Here are a few examples of successful brand turnarounds through effective brand crisis management and brand revitalization:

1. Apple: In the late 1990s, Apple was struggling and on the brink of bankruptcy. Steve Jobs returned to the company and led a successful brand turnaround. Apple focused on product innovation, launching game-changing products such as the iMac, iPod, iPhone, and iPad. They revitalized the brand’s image by emphasizing simplicity, design excellence, and user experience. Today, Apple is one of the most valuable and recognizable brands globally.
2. Lego: In the early 2000s, Lego faced a significant crisis as it struggled with financial losses and intense competition from digital entertainment. Lego revamped its brand by refocusing on its core product – the brick. They introduced new product lines, embraced licensing partnerships, and leveraged digital platforms for marketing and engagement. Lego also involved its passionate community of fans, encouraging user-generated content and co-creation. This revitalization strategy helped Lego regain profitability and become a leading toy brand again.
3. Old Spice: Old Spice, a traditional men’s grooming brand, faced challenges in appealing to a younger demographic. In 2010, they launched the “Old Spice Guy” campaign featuring humorous and memorable commercials. The campaign went viral, generating widespread attention and engaging with the target audience through social media. Old Spice successfully repositioned itself as a modern and relevant brand, leading to increased sales and brand rejuvenation.
4. McDonald’s: In recent years, McDonald’s faced declining sales and a perception problem. To revitalize the brand, McDonald’s focused on improving the quality and customization of its menu offerings. They introduced all-day breakfast, healthier options, and digital ordering and delivery services. McDonald’s also emphasized transparency in its sourcing and ingredient quality. These efforts helped McDonald’s regain customer trust and reposition itself as a more modern and customer-centric brand.
5. Burberry: In the early 2000s, Burberry faced a brand crisis as its iconic check pattern became associated with counterfeit products and lost its exclusivity. Burberry undertook a brand revitalization by repositioning itself as a luxury fashion brand while maintaining its British heritage. They streamlined their product line, redesigned stores, and focused on high-quality craftsmanship. Burberry also leveraged digital platforms and social media to engage with a younger audience. This revitalization strategy helped Burberry regain its status as a leading luxury brand.
6. Ford: In the early 2000s, Ford faced financial difficulties and a decline in market share. To turn the brand around, Ford implemented a comprehensive restructuring plan called “The Way Forward.” They focused on improving product quality, reducing costs, and enhancing their vehicle lineup. Ford also emphasized sustainability and fuel efficiency with the introduction of hybrid and electric models. This revitalization strategy helped Ford regain profitability and strengthen its brand reputation.
7. Starbucks: In the late 2000s, Starbucks faced challenges due to oversaturation and a declining customer experience. To revitalize the brand, Starbucks closed underperforming stores, retrained its baristas, and refocused on the core elements of its coffee experience. They also introduced new products and expanded their digital presence with mobile ordering and loyalty programs. Starbucks successfully reconnected with customers and reestablished itself as a premium coffee brand.
8. Nintendo: Nintendo faced a brand crisis with the release of its Wii U console, which underperformed in the market. To revitalize the brand, Nintendo introduced the Nintendo Switch, a hybrid gaming console that could be used both as a home console and a portable device. They focused on innovative gameplay experiences and a strong lineup of exclusive games. The Nintendo Switch became a massive success, rejuvenating the brand and attracting a broad audience.
9. Domino’s Pizza: In the late 2000s, Domino’s Pizza faced criticism regarding the quality of its products. To address this, Domino’s embarked on a brand revitalization campaign called “Pizza Turnaround.” They openly admitted their shortcomings and launched a comprehensive improvement initiative to enhance the taste and quality of their pizzas. Domino’s also implemented a feedback system and showcased customer testimonials in their advertising. This transparency and commitment to improvement resulted in increased sales and improved brand perception.
10. Airbnb: In 2020, Airbnb faced a severe crisis due to the COVID-19 pandemic and travel restrictions. To navigate the crisis, Airbnb quickly adapted and focused on local and long-term stays. They launched initiatives to ensure enhanced cleaning protocols and implemented flexible cancellation policies. Airbnb also emphasized virtual experiences, allowing hosts to offer online activities. These efforts helped Airbnb regain consumer trust and adapt to the changing travel landscape.
11. IBM: In the 1990s, IBM faced a crisis as its traditional mainframe business declined, and competition from smaller, more agile companies intensified. To revitalize the brand, IBM shifted its focus to services and solutions, positioning itself as a provider of comprehensive technology solutions. They invested in research and development, acquired companies to expand their capabilities, and emphasized innovation and thought leadership. IBM successfully reinvented itself as a leading provider of enterprise solutions and regained its position in the market.
12. Netflix: In the early 2010s, Netflix faced a brand crisis when it announced a significant price increase and a separation of its DVD-by-mail and streaming services. This decision faced strong backlash from customers and led to a decline in subscribers. Netflix quickly responded by apologizing for the miscommunication and reversing the decision to separate the services. They also invested heavily in original content production, creating popular shows like “House of Cards” and “Stranger Things.” This pivot to original content, along with their streaming platform’s convenience, helped Netflix regain its customer base and become a dominant player in the streaming industry.
13. Target: In 2013, Target faced a significant brand crisis when a data breach compromised the personal information of millions of customers. To rebuild trust, Target took immediate action by strengthening its security measures and offering free credit monitoring to affected customers. They also launched a marketing campaign to emphasize their commitment to customer privacy and data security. Target’s transparent and proactive response helped them recover from the crisis and rebuild their reputation as a trusted retail brand.
14. Volkswagen: In 2015, Volkswagen faced a massive brand crisis when it was revealed that the company had installed software in its diesel vehicles to cheat emissions tests. The scandal severely damaged the brand’s reputation and led to legal consequences. Volkswagen responded by issuing apologies, recalling affected vehicles, and committing to electric vehicle production. They also implemented stricter compliance measures and transparency initiatives. Volkswagen’s efforts to address the crisis and shift toward cleaner technology have helped rebuild trust and restore the brand’s credibility.
15. Microsoft: In the early 2000s, Microsoft faced criticism for its dominant market position and perceived lack of innovation. To revitalize the brand, Microsoft underwent a significant transformation under the leadership of Satya Nadella. They shifted their focus to cloud computing, artificial intelligence, and productivity services. Microsoft also embraced a more open and collaborative approach, integrating their products with other platforms and fostering partnerships. This revitalization strategy helped Microsoft regain relevance and establish itself as a leader in the technology industry.
16. General Electric (GE): In the early 2000s, GE faced a crisis due to financial difficulties, a decline in stock value, and a loss of investor confidence. To turn the brand around, GE implemented a series of strategic initiatives. They divested non-core businesses, refocused on their core industrial operations, and embraced digital transformation. GE also emphasized innovation and sustainability, launching initiatives such as GE Ecomagination to promote eco-friendly technologies. These efforts helped GE regain stability and restore investor trust.
17. Volkswagen (Skoda): Skoda, a subsidiary of Volkswagen, underwent a successful brand revitalization in the late 1990s and early 2000s. Skoda was previously known for producing low-quality, outdated vehicles. Under Volkswagen’s ownership, Skoda underwent a transformation by focusing on design, quality, and value for money. They introduced new models that were well-received in the market and positioned Skoda as a reliable and affordable European brand. This revitalization strategy helped Skoda achieve significant sales growth and establish itself as a respected automaker.
18. Domino’s Pizza (UK): Domino’s Pizza in the UK faced a brand crisis in the late 2000s due to negative customer feedback about the quality of its pizzas. To address this, Domino’s embarked on a comprehensive brand revitalization initiative called “The Pizza Turnaround.” They revamped their pizza recipes, improved the quality of ingredients, and launched a new marketing campaign to communicate the changes to customers. Domino’s also invested in technology, introducing online ordering and tracking systems. This revitalization strategy led to a significant improvement in customer satisfaction and a boost in sales.
19. Nintendo (Pokémon Go): In 2016, Nintendo collaborated with Niantic to launch the augmented reality game Pokémon Go. This collaboration resulted in a remarkable brand revitalization for Nintendo. Pokémon Go became a global phenomenon, attracting millions of players and generating substantial revenue. The game’s success not only boosted Nintendo’s stock value but also revitalized the Pokémon brand, appealing to both nostalgic fans and new audiences. The game showcased Nintendo’s ability to adapt to new technologies and capture the attention of a wide range of consumers.
20. Fiat (Fiat 500): Fiat faced challenges in the early 2000s, including a decline in market share and a reputation for producing unreliable vehicles. To revitalize the brand, Fiat relaunched the iconic Fiat 500 model, combining retro styling with modern features. The Fiat 500 became a popular city car, appealing to urban consumers seeking style, efficiency, and affordability. Fiat leveraged creative marketing campaigns and customization options to target a younger audience and reposition itself as a trendy and desirable brand. The success of the Fiat 500 played a significant role in Fiat’s brand revival and subsequent growth.
21. Old Spice: Old Spice, a brand of men’s grooming products, underwent a successful brand turnaround in the late 2000s. The brand was largely associated with an older generation and had lost relevance among younger consumers. To revitalize the brand, Old Spice launched a series of humorous and memorable advertising campaigns featuring the “Old Spice Guy.” These ads went viral and generated significant buzz, attracting the attention of a younger audience. Old Spice also introduced new product formulations and expanded their product line to cater to evolving consumer preferences. This revitalization strategy helped Old Spice reposition itself as a youthful and trendy brand, leading to increased sales and market share.
22. Burberry: In the early 2000s, Burberry, a luxury fashion brand, faced a brand crisis as its signature check pattern became associated with counterfeit products and was overexposed in the market. To revitalize the brand, Burberry underwent a transformation under the leadership of Angela Ahrendts and Christopher Bailey. They focused on reestablishing the brand’s British heritage, improving product quality, and enhancing the customer experience. Burberry also embraced digital innovation, launching interactive online campaigns and integrating technology in their retail stores. These efforts helped Burberry regain its position as a leading luxury brand and attract a younger, fashion-conscious audience.
23. Lego: In the early 2000s, Lego faced financial difficulties and a decline in sales due to increased competition from digital entertainment and changing play patterns. To turn the brand around, Lego embarked on a comprehensive revitalization strategy. They focused on product innovation, introducing new themes and sets that appealed to a broader audience. Lego also embraced digital platforms and partnerships, creating video games and collaborating with popular franchises like Star Wars. Additionally, Lego engaged with its fan community and encouraged user-generated content. This revitalization strategy helped Lego regain profitability, strengthen its brand, and become a global leader in the toy industry.
24. KFC: In the mid-2010s, KFC faced a brand crisis in China due to food safety concerns. To rebuild trust, KFC implemented a series of measures, including stricter quality control, enhanced food safety protocols, and transparent communication with customers. They also introduced localized menu items and partnered with local suppliers to emphasize their commitment to the Chinese market. KFC’s efforts to address the crisis and regain consumer confidence resulted in a significant recovery, with China becoming one of its largest markets.
25. Adidas: In the early 2000s, Adidas faced intense competition from rival brands like Nike and struggled to establish a distinctive brand identity. To revitalize the brand, Adidas underwent a strategic transformation under the leadership of Herbert Hainer and later Kasper Rorsted. They focused on strengthening their core sports categories, such as soccer and running, and signed endorsement deals with high-profile athletes and teams. Adidas also embraced collaborations with fashion designers and celebrities to enhance their brand image. This revitalization strategy helped Adidas regain momentum, increase sales, and solidify its position as one of the leading sportswear brands globally.

These case studies demonstrate the importance of strategic brand crisis management and brand revitalization in overcoming challenges and reestablishing a brand’s relevance and success. Each brand employed different strategies tailored to their unique circumstances and target audience, emphasizing product innovation, brand positioning, customer engagement, and digital transformation.