Brands That Saved Themselves Through Rebranding

These companies didn’t just freshen up. They transformed—and it saved their business, reputation, or relevance:

Spotify.

Gave listening to music a personality.

• Then: A clunky, niche streaming platform

• Now: Sleek, bold, globally recognized and full of personality

• What changed: Visual overhaul, cohesive design system, and an identifiable new logo with an identifiably cool brand voice

• Why it worked: They built a product experience and brand personality that stood out as intuitive and cool. Spotify didn’t just refresh their look—they gave it a distinct personality. From bold black-and-neon UI to a DJ AI that sounds trendy, chill, and in-the-know, the brand now says: “Lean back—we got you.”

Old Spice

Did everything but blend in.

• Then: A drugstore brand tied to your grandpa’s shelf with commercials similar to the beachy-get-the-girl cologne commercials still around today

• Now: Hilarious, bold and relevant

• What changed: New voice, risky video campaigns, and a complete repositioning

• Why it worked: They leaned into humor and masculinity in a way that turned heads and increased sales. They ditched the moody, overdone cologne ads and leaned into a distinct voice—funny, confident, and just self-aware enough. From commercials to packaging, they owned who they are with lines like: “Believe in your Smellf” and “Smell like a man, man.”