What’s a successful rebrand?
"Learning how to fail is actually learning how to succeed better." Most – if not all – of us will know the line from Elizabeth Day's book and podcast How to Fail. The stories might be personal but brands should take note: when we notice and celebrate the things that haven't gone right, we can move on. We chatted with the author and podcast host about her favourite stories, why failure, and its flip side: success.
If there's a rebrand that tore into the cultural conversation, it's KatKin. Their 100% fresh-cooked food was already tearing up norms of the cat industry when the team approached Sonder & Tell, but the brand wasn't cutting through. Think cute memes, two friendly founders and a gentle tone. Our research found cat parents are more hardcore than pet owners. And that sweet, fluffy cat-parent stereotype? Ripe for disruption.
What brand do you think needs to catch up with 2023? Write a rallying cry for their new brand positioning.
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