The Brand Bet
Free Guide for Founders and Marketers

Rebrand Receipts

10 famous rebrands, wins and flops, from Cracker Barrel to Twitter's switch to X. Each page shows what the company risked, what happened in numbers, and the play you can run before you change your own logo, name or packaging.

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Rebrand Receipts free edition cover: 10 famous rebrands, wins and flops Free

What’s Inside

3 wins · 3 reversed · 2 mixed · 1 flop · 1 too early

One page per rebrand. Each page covers the bet (what changed and why it was risky), the receipts (what happened, in numbers) and the play (the move you can borrow).

  • Guide page 3: Cracker Barrel 2025, logo change and reversal, with the receipts and the play
    Page 03 Cracker Barrel
  • Guide page 5: Gap 2010, logo swap, with the receipts and the play
    Page 05 Gap
  • Guide page 6: Tropicana 2009, packaging redesign, with the receipts and the play
    Page 06 Tropicana
  • Guide page 13: the Scorecard, all 10 rebrands with their headline number
    Page 13 The Scorecard

All 10 Rebrands Cracker Barrel · Jaguar · Gap · Tropicana · Pepsi · Mailchimp · Airbnb · Burger King · Dunkin’ · Twitter to X

Also inside: the Scorecard and 10 Questions to Ask Before You Rebrand, each tied to a rebrand in the guide.

Every figure has a footnote that points to its source on the same page. Logos are trademarks of their owners, shown for commentary.

Three Plays From the Guide

  1. 01Cracker Barrel. Customers came for the nostalgia, so the modern logo read as a loss. Fix the food and stores first, then change the logo.
  2. 04Tropicana. Find what shoppers use to spot you on the shelf, and keep it through any redesign.
  3. 10Twitter to X. Don’t scrap a name people use as a verb unless you have a plan to move them to the new one.

Who It’s For

01

Founders

You’re thinking about a new logo, name or package and want to see how the big ones played out first.

02

Marketers

You need numbers, with sources, to make the case for or against a rebrand in the room.

03

Designers

You want the business side of the work: what the client risked and what the change did to sales.

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What happens next: we send you one email. Click Confirm in it and the guide opens right away (check Promotions if you don't see it). After that, The Brand Bet newsletter lands every Sunday with one real brand decision, the numbers that followed, and the play you can borrow. Every claim is sourced.

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