Rebranding Disaster!

As well all know rebranding is something that occurs often. Rebranding an entire companys logo can be very stressful for it's designer and can effect the companys current audience.
 

For example Gap looked to rebrand in 2010 and it caused a huge uproar. Gap consumers protested on Facebook and Twitter about how they hated the new logo design. The link below is an article that talks about how the repour from consumers made Gap rethink and scrap their design.

http://www.guardian.co.uk/media/2010/oct/12/gap-logo-redesign

While reading up on the failure of the Gap's rebranding an article, "Lessons to Learn from Gap’s Rebranding Disaster", made three great points. The article noted 3 things Gap's rebranding failure should have taught others who are looking to rebrand not to do:

1. Don’t underestimate the public’s awareness of design

2. When rebranding, make sure it effects the entire brand and not just the logo

3. Ironically, a redesign can show you just how much customer loyalty you have

To read more into the 3 things not to do when rebranding, the link is listed below.

http://www.allgraphicdesign.com/graphicsblog/2010/10/22/lessons-to-learn-from-gap%e2%80%99s-rebranding-disaster/


My questions to you all in reponse to this post are:

1. Can you name any other big companies who have rebranded and it was a fail, and why?
2. If you could rebrand a company's logo who would it be, and why ?