I'm not sure this really counts as a failed rebranding, but one thing that popped into my head while reading this post is Pepsi's constantly changing design. The company is smart enough to not change the look significantly so that it becomes unrecognizable, but I have never understood their need to change the packaging design every few years.
Elizabeth's comment also made me think about how difficult it can be to recognize a favorite brand on the shelf when they change the packaging significantly. I usually figure out pretty quickly that it's just a new look and the same product I enjoy, but I always take an extra second to make sure I'm buying the right thing. It seems like companies would want to avoid confusing their customers and potentially losing a sale.
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