# Coca-Cola and Tinder Just Rebranded: Should Your Company Do the Same? Brand expert shares rebranding advice for small and midsized businesses. - **Source:** [Inc.com](https://brifing.si/source/07cb1004-a796-47d7-9801-fc5c7388471d) - **Published:** 2026-08-17 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/221778b5-f6a3-435c-ab44-b48ae548db46 ## The Rebranding Trend Major brands like Coca-Cola and Tinder have recently focused on rebranding efforts. This move aims to update consumer perception and gain a competitive edge. However, for small and midsized businesses, this process can be more complex. Brand expert Beatrice Gutknecht emphasizes that superficial changes alone won’t lead to success for these businesses. ## The Lipstick on a Pig Analogy Gutknecht compares small businesses' rebranding efforts to 'putting lipstick on a pig.' This highlights that superficial changes don’t address the core issues of a brand. For example, a new logo or color palette doesn’t improve customer experience or product quality. Therefore, rebranding requires a strategic approach. ## Strategic Rebranding Successful rebranding involves redefining a brand’s core values and target audience. Customer feedback and market analysis play a critical role in this process. For instance, Coca-Cola’s rebranding focuses on aligning with healthy lifestyle trends. Such strategic steps ensure long-term success for the brand. ## Tips for Small Businesses Rebranding can be costly and risky for small businesses, but the right strategy can minimize these risks. First, analyze the brand’s current position and target audience. Then, take concrete steps to improve customer experience. This may involve enhancing product or service quality rather than just designing a new logo. ## Customer-Centric Approach Adopting a customer-centric approach during rebranding helps maintain a loyal customer base. For example, Tinder’s rebranding prioritized user safety and privacy. Such steps increase customer loyalty and make it easier to attract new users. ## Market Analysis and Competition Conducting market analysis and evaluating competition strengthens a brand’s position. For instance, Coca-Cola’s alignment with healthy beverage trends gave it an edge over competitors. Small businesses can similarly differentiate themselves by following market trends, which is crucial for long-term success. ## Communication and Promotion Effective communication and promotion strategies are essential to convey a brand’s new identity to its target audience. This can be achieved through social media campaigns, press releases, and events. For example, Tinder’s rebranding was supported by campaigns highlighting user experiences on the platform. Such strategies reinforce brand perception. ## Conclusion and Recommendations Rebranding is a powerful tool for updating consumer perception and gaining a competitive edge. However, it shouldn’t be limited to superficial changes. Small and midsized businesses can strengthen their brands by adopting a strategic approach. This includes a customer-centric focus, market analysis, and effective communication strategies. ## Sources covering this story - https://www.inc.com/christine-slocumb/coca-cola-and-tinder-just-rebranded-should-your-company-do-the-same/91392219 — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._