Brand Transformation Case Studies: How Old Spice, Burberry, and Airbnb Reinvigorated Their Identities

Brand identity extends beyond logos and slogans because companies must transform their perception to achieve meaningful change in the marketplace.

We'll examine how companies including Old Spice and Burberry together with Airbnb implemented total brand overhauls which led them to create new identities that captured our attention and reshaped their market positions. Along the way, we'll uncover the approaches which work for every business looking to revamp its image.

1. Old Spice: From Grandpa’s Cologne to Millennial Must-Have

Before The Transformation: The Stale Fragrance of the Past
Old Spice remained trapped in aged fashion after becoming a favorite fragrance among elderly men during the pre-transformative era. Old Spice experienced a gradual decline in market share because younger consumers preferred modern fragrances while older generation customers kept purchasing the classic musky scent. Today's people under 40 cannot easily recognize Old Spice because this brand no longer maintained its place in the market.

Old Spice faced an unwanted fate because it maintained its excellence in fragrance creation. People continued to purchase the fragrance because of its nostalgic value yet the rest of the world moved toward newer scents.

The transformation: A New Generation of "Manliness"
Old Spice introduced its groundbreaking advertising campaign "The Man Your Man Could Smell Like" in 2010 which became a landmark moment in modern marketing history.
The actor Isaiah Mustafa played the role of the suave and over-the-top Old Spice spokesman who was both charming and absurdly funny in his role.
The advertisements defied all expectations from a brand traditionally marketed toward older men because they packed non-stop humor alongside exaggerated storytelling.
The success of this transformation depended on its ability to adopt millennial humor which originated from social media platforms.
The brand adopted a playful and cheeky tone that made Old Spice appealing to younger generations and appeared modern and trendy.
Through ads the brand launched a full-scale personality transformation rather than a simple image change.

Results: Skyrocketing Sales & Viral Sensation
The strong strategic move from Old Spice resulted in substantial market benefits.

• 125% Increase in Sales: Old Spice enjoyed significant sales growth immediately following the campaign launch with a 125% increase.
• Massive Social Media Buzz: The campaign didn’t just stay on TV. It went viral. Old Spice achieved more than 52 million YouTube video views and acquired greater than one million Facebook fans.
• Cultural Relevance: The old-man image disappeared as the brand transformed into a youthful and playful fragrance line which attracted men across multiple age groups.

Takeaway: Humor is often the ingredient that makes a brand work.
Old Spice demonstrated how timely humor can refresh a stale brand while providing valuable lessons for business advertising strategies.

2. Burberry: From Tired Trench Coats to Iconic Fashion Powerhouse

Before the Transformation: The Struggle to Stay Relevant
When Burberry was at its peak in 1856 the brand had become an iconic brand representing traditional British fashion and its checkered pattern. By the early 2000s Burberry had evolved into a symbol of outdated fashion. The brand suffered from being traditional and outdated because young consumers preferred modern luxury brands. Burberry struggled to engage with digital-savvy wealthy customers who sought trendy luxury products.

The brand had a problem: Burberry struggled to appeal to new generations of wealthy and tech-connected customers who sought luxury with a modern twist. Without a transformation, Burberry risked losing its position as a fashion trendsetter.

The Transformation: Heritage Meets Innovation
Burberry initiated a dramatic shift by choosing Christopher Bailey as Chief Creative Officer and Angela Ahrendts as CEO in 2006.
Under Bailey and Ahrendts' leadership after 2006 Burberry launched its efforts to modernize its image without abandoning its historical roots.

• Modernizing the Product Line: Burberry's product line received a modern twist as the design team gave classic trench coats a fresh spin while introducing fresh youthful designs.
• Embracing Digital Innovation: Burberry led luxury brands in digital marketing by launching runway broadcasts and building social network presence together with designing an interactive website.
• Celebrity Collaborations: Burberry started partnering with celebrities and influencers Emma Watson and Alexa Chung to refresh its image.

Results: A Fashion Icon is Reborn
Before 2014 Burberry underwent a transformation that changed its appearance completely.

• Revenue Growth: Burberry achieved a doubling of its revenue from £1 billion in 2006 to £2 billion by 2014.
• Luxury Brand of the Year: The company gained "Luxury Business of the Year" status from the Financial Times in 2012.
• Trendsetting: Burberry spearheaded digital marketing practices among luxury brands while its digital-first approach redounded throughout the luxury fashion sector.

Takeaway: Stay True to Your Heritage While Embracing Change
Burberry’s rebrand was about fusing traditional with modern. Burberry revitalized its brand and drew fashion-conscious consumers of all ages by embracing heritage alongside digital tools and new designs.

3. Airbnb: From Couch Surfing to Global Hospitality Giant

Before the Transformation: The Humble Beginnings of a Startup
In 2007 Brian Chesky and Joe Gebbia started leasing air mattresses from their San Francisco apartment to make money as roommates. The business idea was straightforward: During travels people needed rooms so they could find alternative accommodations in homeowners' spaces. What began as a couch-surfing service slowly expanded into a massive platform that faced one major branding challenge: With its foundation in home-sharing Airbnb operated as a cheap alternative for travelers instead of an upscale vacation option.

The company required a new positioning story to address safety concerns together with legal barriers and unfavorable perceptions linked to home-sharing services.
The problem was that the company needed to change its value proposition to address safety concerns along with legal barriers and negative perceptions of home-sharing services.

The Transformation: A Global Brand Built on "Belonging"
Airbnb launched a complete rebranding initiative which began with the introduction of its new logo called the Bélo in 2014.
The company unveiled its new logo called the Bélo which represents human belonging alongside a fresh brand identity that championed inclusion and home feel in every location.

• Platform Overhaul: The updated website and mobile application provided users easy access to book accommodations and find host connections.
• Airbnb shifted from marketing 'cheap stays' to presenting genuine travel experiences that spoke to the heart of personal travel stories.
• Marketing Campaigns Focused on Connection: At its core Airbnb announced that traveling means more than where you sleep because true travel experiences emerge from connections you make along the way. Through its marketing messaging, the brand motivated people to "belong anywhere."

Results: From Startup to Billion-Dollar Business
Airbnb’s transformation was groundbreaking:

• Valuation Skyrocketed: The company reached a valuation of more than $30 billion within just a few years.
• Explosive Growth: The platform experienced exponential listing growth as Airbnb became the premier vacation rental service worldwide.
• Cultural Shift: The world viewed travel through new lenses as Airbnb transitioned from an economic choice to an upscale travel experience brand.

Takeaway: Develop an emotional connection with your audience.
The rebranding initiative from Airbnb demonstrates how emotional connection builds a brand. Through its focus on feelings of belonging and connection Airbnb transformed home-sharing into a global movement. For businesses looking to transform their image powerful and relatable messaging will distill your brand identity and help it stand out in the marketplace.