Brand Makeovers: Three Lessons in Reinvention

In 1998, Apple introduced the iMac, an all-in-one computer packaged in a slick design unlike one the market had ever seen, garnering loads of press and sales of 800,000 units in five months. Three years later, Apple introduced the iPod, followed by its retail stores and iTunes. The blockbuster product solidified Apple's new easy-to-use mantra.

"iTunes was the hero product," Adamson says. "They took the simplest idea: 'Easily take music where I want,' and made it accessible. Look at the iPod -- no one needs to read the instructions. It is totally intuitive."

This ease of use is translated to the packaging (open the box, the iBook is ready to go), shopping experience (no competing brands to confuse the shopper) and customer service. ("Apple owns the problem," Adamson says. "The software people are not blaming the hardware people.")

Target: Differentiate

Just a few years ago Target competed directly with other discount big-box stores Wal-Mart (WMT Quote) and Kmart (KMT Quote). All were low-cost -- and low-style.

Target has been enormously successful at differentiating itself from its competitors by revamping its brand into one of high-quality, fashion-forward products, while maintaining its low prices, according to Alina Wheeler, marketing consultant and author of Designing Brand Identity.

"Ten years ago people thought design had to cost a lot and lived only in Europe," Wheeler says. "Target used the democratization of style to differentiate its brand. Every touch point in the shopper's experience reflects that difference."