To rebrand or not to rebrand? Yes, people do love change. But rebranding can be a hit or a miss. You had better have an excellent reason for trying to change the look while keeping the same business. Putting a new spin on things can be exciting, but know that customers need to get it right away and that they expect something fabulous from you. A logo change might get your customers’ attention but not their approval.
Now we ask, why did a well-known, appreciated brand put its substantial and age-old brand equity at risk after more than a half century? We refer to Yves Saint Laurent, which has recently rebranded its ready-to-wear collection as Saint Laurent Paris.
These are just some of the comments that unhappy customers have left on Yves Saint Laurent’s Facebook page:
- This is so stupid. Why would you change such an iconic name?
- don ‘t like it…
- I like the design but unfortunately this does not represent YSL to me anymore. this is another story. it’s a shame 😦
- now it sounds like a chocolate brand
- YSL was much better.
- Such a shame for an iconic logo to be rid of. Yves saint laurent himself created a legacy and in utter respect to him after his passing and what he has created the least they could have done is leave it a YSL
- No no no
Most customers seem to be relieved that the brand is still formally Yves Saint Laurent and that the title change will apply only to the ready-to-wear collection.
So why did Yves Saint Laurent undergo this change? Take a look: http://stocklogos.com/topic/yves-saint-laurent-drops-rebranding-ball. For a fresh and modern look? Hmmm … I personally am not convinced. What about you?
Author: Marina Kaljaj