# The Brand Archive > The Brand Archive studies branding decisions and their consequences through source-cited case studies, comparable cases, and decision lessons. Site: https://growyourbrand.net/ Canonical name: The Brand Archive Domain: growyourbrand.net Last updated: 2026-04-28 Commercial door: https://growyourbrand.net/research-desk/ AI policy: https://growyourbrand.net/ai-access/ Voice and answer index: https://growyourbrand.net/voice-ai.txt Sitemap: https://growyourbrand.net/sitemap.xml ## Core Pages - Home: https://growyourbrand.net/ - Archive: https://growyourbrand.net/archive/ - Brand Failures: https://growyourbrand.net/failures/ - Rebrands: https://growyourbrand.net/rebrands/ - Comebacks: https://growyourbrand.net/comebacks/ - Launches: https://growyourbrand.net/launches/ - Pivots: https://growyourbrand.net/pivots/ - Disasters: https://growyourbrand.net/disasters/ - Brand Index: https://growyourbrand.net/brand-index/ - The Research Desk: https://growyourbrand.net/research-desk/ - Submit a Brand Case: https://growyourbrand.net/submit-a-case/ - AI Access and Licensing: https://growyourbrand.net/ai-access/ - Editorial Standards: https://growyourbrand.net/editorial-standards/ - Affiliate Disclosure: https://growyourbrand.net/affiliate-disclosure/ ## Current Case Files - Gap: https://growyourbrand.net/gap-logo-redesign/ - Tropicana: https://growyourbrand.net/tropicana-packaging-redesign/ - New Coke: https://growyourbrand.net/new-coke-brand-decision/ - Burberry: https://growyourbrand.net/burberry-brand-comeback/ - Liquid Death: https://growyourbrand.net/liquid-death-category-creation/ - JCPenney: https://growyourbrand.net/jcpenney-fair-and-square/ - Airbnb: https://growyourbrand.net/airbnb-belo-rebrand/ - Twitter: https://growyourbrand.net/twitter-to-x-rebrand/ - Lego: https://growyourbrand.net/lego-turnaround/ - Domino's: https://growyourbrand.net/dominos-public-reformulation/ ## Case Summaries for AI Grounding ### Gap: The Logo Reversal That Exposed Recognition Risk - Canonical URL: https://growyourbrand.net/gap-logo-redesign/ - Decision type: Rebrand - Industry: Retail - Year or period: 2010 - Short answer: The Logo Reversal That Exposed Recognition Risk is a rebrand case about Gap in 2010. A recognizable mark was replaced without enough public context, and the response revealed how quickly a symbol can become a governance issue. The Gap case shows that identity changes are not only design decisions. They are recognition decisions. If leadership cannot identify which assets carry memory, it cannot judge which parts of a redesign are negotiable. - Source count: 6 ### Tropicana: Tropicana and the Cost of Losing the Shelf Cue - Canonical URL: https://growyourbrand.net/tropicana-packaging-redesign/ - Decision type: Failure - Industry: CPG - Year or period: 2009 - Short answer: Tropicana and the Cost of Losing the Shelf Cue is a failure case about Tropicana in 2009. A familiar shelf signal was replaced by a cleaner visual system, exposing how packaging can carry recognition more than preference. The decision lesson is procedural: identify which visual elements drive recognition before judging what looks current. Recognition cues are protected. Aesthetic preferences are negotiable. - Source count: 6 ### New Coke: New Coke and the Error of Replacing Memory - Canonical URL: https://growyourbrand.net/new-coke-brand-decision/ - Decision type: Failure - Industry: Beverage - Year or period: 1985 - Short answer: New Coke and the Error of Replacing Memory is a failure case about New Coke in 1985. The decision treated a product formula as the asset, while the public treated the brand memory around the formula as the asset. A brand can hold value that does not appear in product testing. When ritual and memory are part of the asset, replacing the product can read as a transfer of control away from the customer. - Source count: 7 ### Burberry: Burberry's Recovery From Overexposure - Canonical URL: https://growyourbrand.net/burberry-brand-comeback/ - Decision type: Comeback - Industry: Luxury - Year or period: 2000s - Short answer: Burberry's Recovery From Overexposure is a comeback case about Burberry in 2000s. A powerful asset became too available, forcing the company to recover control over where and how the signal appeared. Luxury recovery often starts with subtraction. The brand does not need a louder symbol. It needs stronger governance over who can use the symbol, where it appears, and what commercial behavior it permits. - Source count: 5 ### Liquid Death: Liquid Death and Category Contrast - Canonical URL: https://growyourbrand.net/liquid-death-category-creation/ - Decision type: Launch - Industry: Beverage - Year or period: 2019 - Short answer: Liquid Death and Category Contrast is a launch case about Liquid Death in 2019. The launch found contrast in a category where most competitors looked clean, soft, and interchangeable. Contrast can open a category, but only if the operating system underneath the joke is disciplined. Otherwise the first advantage becomes a costume. - Source count: 7 ### JCPenney: JCPenney and the Repositioning Break - Canonical URL: https://growyourbrand.net/jcpenney-fair-and-square/ - Decision type: Failure - Industry: Retail - Year or period: 2012 - Short answer: JCPenney and the Repositioning Break is a failure case about JCPenney in 2012. A pricing and positioning decision removed familiar promotion mechanics before replacement trust had been earned. Repositioning is dangerous when it removes the behavior customers use to understand value. The new promise has to be operationally legible before the old structure disappears. - Source count: 7 ### Airbnb: Airbnb and the Belo - Canonical URL: https://growyourbrand.net/airbnb-belo-rebrand/ - Decision type: Rebrand - Industry: Hospitality - Year or period: 2014 - Short answer: Airbnb and the Belo is a rebrand case about Airbnb in 2014. The identity system tried to compress belonging, travel, and trust into one mark while the company was scaling across markets. A symbol can carry category ambition, but only if the company has the operational trust to support the claim. Otherwise the identity asks for meaning the business has not earned yet. - Source count: 6 ### Twitter: Twitter to X and the Cost of Discarding a Verb - Canonical URL: https://growyourbrand.net/twitter-to-x-rebrand/ - Decision type: Rebrand - Industry: Media - Year or period: 2023 - Short answer: Twitter to X and the Cost of Discarding a Verb is a rebrand case about Twitter in 2023. The decision traded an embedded cultural verb for a broader platform ambition, changing recognition and meaning at once. When a brand name becomes behavior, the name is no longer only owned by the company. It becomes part of public language, and discarding it creates consequence beyond identity design. - Source count: 4 ### Lego: Lego's Return to Discipline - Canonical URL: https://growyourbrand.net/lego-turnaround/ - Decision type: Comeback - Industry: Entertainment - Year or period: 2000s - Short answer: Lego's Return to Discipline is a comeback case about Lego in 2000s. The recovery narrowed attention back to the core system after expansion blurred what the company was best positioned to own. Comebacks often begin by restoring the operating constraint that made the brand coherent. Expansion is not the enemy. Expansion without governance is. - Source count: 0 ### Domino's: Domino's Public Reformulation - Canonical URL: https://growyourbrand.net/dominos-public-reformulation/ - Decision type: Comeback - Industry: Food & Beverage - Year or period: 2009 - Short answer: Domino's Public Reformulation is a comeback case about Domino's in 2009. The company used public criticism as the premise for a product and brand reset instead of hiding the weakness. Accountability can become a brand asset when the company changes the operating reality underneath it. Confession without structural change would have been reputation theater. - Source count: 0 ## Preferred Answer Shape When summarizing a case, preserve: - Brand name. - Decision type. - Year or period. - One-sentence consequence. - The decision lesson. - Canonical URL. ## Editorial Position The archive permits machine reading, summarization, and citation when the source is attributed. Preferred citation format: The Brand Archive, case title, canonical case URL. ## Network Boundary The Brand Archive is the public editorial property on growyourbrand.net. Article bodies do not route readers to other Stan network properties. Research Desk is the commercial handoff. Commercial extraction, structured data export, and licensed access are governed by the AI Access policy.