Even the most iconic brand occasionally finds itself at a crossroads. A strong identity can keep you relevant for decades, but failure to adapt to the times can turn even the most beloved name into a relic. Blockbuster, Kodak, Blackberry, Yahoo… need I go on?
01. X
A new name can be a game changer for a brand, but only if the fundamentals are sound. Yet when Elon Musk took over Twitter, he did the first part but not the second. Musk made it clear he wanted Twitter to become an “everything app” like WeChat in China: one that lets you chat with your friends, order groceries, watch videos and manage your money, all in one place. But he actually didn’t do any of that. He just took the same service and renamed it.
Does anyone like the name X? I’ve never met anyone who does. And that’s a real issue. As Nick Cooper of Landor explains in our recent interview: “The change has simply failed to gain traction, with almost every reference to X being qualified by the mention of ‘formerly Twitter’. So, all the equity that was previously held by Twitter, which was considerable, has been needlessly thrown away on a whim.”
Elon Musk has spoken at length about his aim of maximising free speech on the platform, which is something you can agree or disagree with… but that’s almost irrelevant here. What’s important is what X actually is, or at least wants to be. Is X still aiming to be an “everything app” and if so, what’s the roadmap? When will things change, and how will this affect users? And how does any of this give me a reason not to move to Threads, BlueSky, Mastodon, Cara and so on?
02. Dollar Tree / Poundland
While we’re talking of name changes, two examples spring to mind on opposite sides of the pond. Shoppers at American retail chains Dollar Tree once knew exactly what it stood for: everything in the store cost a dollar. The same principle applied to Poundland in the UK: every item was £1. Simple, right?
Of course, in a world of rising inflation, that pricing strategy couldn’t last forever. And so nowadays Dollar Tree sells items ranging from $1.50 to $10, and Poundland similarly sells goods between £1 and £5.
03. MTV
In the 1980s and 1990s, MTV was a cultural juggernaut. The channel revolutionised how music was consumed and transformed youth culture, offering a mix of music videos and cutting-edge programming that made it a huge trendsetter.
Fast-forward to 2025, and MTV has lost much of its original relevance. Today’s youth no longer turn to cable TV for music videos or entertainment, opting instead for platforms like YouTube, TikTok and streaming services. At the same time, MTV’s new focus on reality TV such as Jersey Shore and Ridiculousness has left it feeling redundant and pointless. What’s the point of a music television channel that doesn’t show music?
04. WH Smith
WH Smith is another brand that’s struggling to stay relevant. With the rise of digital books and e-commerce, its stores are becoming increasingly redundant. And yet, they still have a significant presence at airports, railway stations and other transport hubs.
Can the company ride things out until all these stores close, and only the more profitable transport hubs remain? Perhaps. But my gosh, they will decimate their brand equity in the process. And should something like the pandemic happen again, and people stop travelling, they’ll be ruined. So if I controlled WH Smith I’d certainly wish to rebrand, improve and save these stores, not just let them die.
08. Kraft Singles
For decades, Kraft Singles has been a household staple, ever-present in lunchboxes and grilled cheese sandwiches. However, shifting consumer preferences for healthier, more transparent and sustainable food options have left this product feeling outdated.
I’d suggest it’s a good time, then, to reinvent this iconic brand’s image while honouring its heritage. A rebrand might involve a line of natural or organic slices with fewer ingredients. Updated packaging with modern, minimalistic designs could signal a shift toward health and sustainability. Introducing biodegradable or recyclable packaging would align the brand with environmental values. Placing Kraft Singles alongside natural cheeses in stores, rather than processed sections, could also help reframe perceptions.
09. Peloton
Peloton experienced a huge rise in popularity during the COVID-19 pandemic, and became synonymous with at-home fitness. Its sleek stationary bikes and charismatic instructors, linked via the web to give live and on-demand classes, created a loyal community and set it apart from competitors.
However, as restrictions eased, Peloton faced huge challenges. High prices, limited accessibility and an increasingly saturated fitness market contributed to declining sales and growing skepticism about its long-term viability.
In 2025, Peloton must pivot to secure its place as more than just a pandemic-era phenomenon. A rebrand could focus on broadening its audience, emphasising affordability and inclusivity while maintaining its premium image. For instance, introducing a lower-priced subscription tier with fewer features or offering more affordable equipment could attract a wider demographic.
10. Peacocks
Peacocks, a mass-market clothing retailer with 200 international outlets, is doing pretty well on the whole. Yet in its UK homeland, its reputation is fading in the face of dynamic rivals such as Primark.
In the public mind, Peacocks is often associated with outdated fashion lines, run-down retail locations and an older clientele. And if that’s not addressed, it could eventually spell commercial disaster.
What needs to happen isn’t exactly rocket science. Most urgently, Peacocks needs to expand beyond the 50+ demographic to attract younger, style-conscious consumers. It also needs to invest in modern store designs and packaging, and build on its website functionality with exclusive online collections. And it could probably do with working with a few influencers and social media campaigns to highlight its affordability and style.
Conclusion:
As we look to the future, it’s clear that some brands will struggle to stay relevant. But it’s not too late for them to adapt, reinvent and thrive. Whether it’s X, Dollar Tree, MTV, WH Smith, Kraft Singles, Peloton or Peacocks, the key is to identify the root causes of their problems and address them head-on.
FAQs:
Q: Why are some brands struggling to stay relevant?
A: Brands that fail to adapt to changing consumer preferences, technological advancements, and shifting market trends risk becoming irrelevant.
Q: What can brands do to stay relevant?
A: Brands can stay relevant by identifying their strengths, weaknesses, opportunities, and threats, and addressing them through rebranding, innovation, and strategic partnerships.
Q: Are rebrands always successful?
A: No, rebrands are not always successful. A successful rebrand requires careful planning, execution, and communication to resonate with the target audience.
Q: Can a brand recover from a failed rebrand?
A: Yes, a brand can recover from a failed rebrand by acknowledging the mistakes, learning from them, and implementing a new strategy.
