When to Re-Brand

In order to maintain a good image, and appease their consumers, food chains have decided to go healthy.

Burger King is adding more healthier options to its menu including fruit smoothies (yum). It's advertising this change by modifying its primary colors to red and black. It is refreshing to note that BK is one of the few companies which as part of its re-branding has actually trying to make some concrete changes rather than just changing its logo or colors.

In reverse McDonald's decided to change its Happy Meal in order to demonstrate their commitment to children's nutrition, without getting rid of their beloved mascot. This is excellent because the lovable Ronald has been a symbol for the company since way back when and to remove him would have been a sad goodbye. But by changing the Happy Meal to a more happier option Ronald will no longer stand as a symbol for growing child obesity, but instead for something better, which will go in line with him being the mascot for McDonald's children charities. 

Old vs New

But when Budweiser decided to change its colors in order to impress and (re)attract its consumers you have to wonder why. While it's great to refresh the brand style and image, this is mostly done when it plays an important part in overall strategy as well as to reflect changes in the actual product. So while Bud's new look might initally attract people to the beer again leading to an increase in Sales, this surge might only be short-lived as there is nothing to sustain it over a longer period.