The pressure on social media was such that GAP

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The logo, the brand image and even the packaging that they have used so far must be modified. For various reasons, managers want to give the brand a new look, refresh its image or reach new market niches. Sometimes, a redesign of the brand manages to improve the firm. Other times, however, in the process of change, the only thing that the brand achieves is criticism, misunderstanding and sometimes even a drop in sales, because they forget the basics and allow themselves to be dragged into various errors in rebranding . Happy Meals box_happy_meal_mcdonalds The McDonald's children's menu has a very clear corporate identity, which has even become an international element: A cardboard box, decorated with the elements associated with the shift promotion (and even the shift promotion has become something what consumers expect), with a shape that is always the same.

McDonald's has just launched a new mascot photo retouching service in the United States, in a sort of rebranding of the Happy Meal. It's called Happy the Box, it has a European past and has managed to scare children in the United States. The box is red, has bulging eyes and a huge smile. The tweet in which McDonald's presented it became a starting signal for the creation of memes and parodies, in which the box does not come out very well. Even Buzzfeed has ended up making a list of terrifying box actions. The reasons why the box, which has reached different European countries without much fuss, has had such a negative impact in the United States are still unknown. But the rejection of the public demonstrates one of the basic points of corporate identity: if it works well, you don't have to change it. Related Posts Pepsi fence | blue thermometer The Pepsi billboard shows that its blue is cooler than red 3 days ago New M&M's Color: Purple A new color of M&M's debuts after 10 years 3 weeks ago Papa Johns Sausage Flavored Lipstick Papa John's Chorizo ​​Flavored Lipstick: Planet Chorizo 19 September 2022 Heineken Outdoor Advertising | Mupis Heineken's ingenious outdoor advertising campaign 15 September 2022 GAP Although the clearest example that if something works, it is better to leave everything as it is is the fashion world firm GAP.



In 2010, GAP starred in one of the most notorious examples of error in the rebranding process. The brand had a fully established logo and corporate identity, with a powerful recognition rate among consumers. Despite this, he decided to modernize. And consumers made him bite the dust. The company presented a new image, with which it wanted to symbolize a new, sexier and more modern philosophy. The new logo had a debatable design that neither improved nor picked up the best of the previous one. Social networks were already powerful enough to make noise back then, and consumers used them as a loudspeaker to express their discontent.  had no choice but to abort its change plans. The new logo only had the consolation of having its own Twitter account (and parody, of course) in which it could talk about its feelings. If you people think I'm part of some sort of sanctioned, planned «social media strategy» I have some PREMIUM 1969 jeans to sell you.