1. New Coke
Brands always want to reinvest themselves, including Coca-Cola. Back in 1985, the company introduced their new reformulated soft drink, called New Coke. They were really excited about it, but the consumers thought otherwise.
New Coke is probably the biggest example when it comes to the risks of ‘reinventing’ something that is perfectly fine. In fact, this marketing history lesson is even mentioned in business schools as a big failure.
If it’s not broken, don’t fix it!