I was asked for my opinion on some of the best rebrands of the 20th Century. I submitted the following, I never heard back.
BEST REBRAND OF 1970’s
Arnold George Dorsey > Engelbert Humperdinck
Arnold George Dorsey was a struggling British nightclub singer. In 1969 he rebadged himself as Engelbert Humperdinck, a name borrowed from the 19th century German composer of Hansel & Gretel. This strategic rebranding and a couple of absolute bangers (Please Release Me, Let Me Go - anyone?) catapulted him to immediate stardom. With his new moniker and each of his hits selling over a million copies, he quickly amassed a passionate following known as the "Humperdinkers." This community extended beyond fandom becoming a global network of like-minded individuals united by their shared love for his music and support for one another.
'Humperdinkers' were the pioneers of the modern fan culture we see today. They laid the groundwork for contemporary artist fan communities and paved the way for the Beliebers, Directioners, Arianators, Swifties, Lady Gaga's Little Monsters, and those that reside in the Beyhive. Each of these groups owes its existence to the OG fan community, the Humperdinkers, and demonstrates how a simple rebranding effort can spark a vibrant and enduring global community.
BEST REBRAND OF 1980’s
Nothing Lasts Forever > Die Hard
Rebranded from Roderick Thorp’s pedestrian book title Nothing Lasts Forever, Die Hard wasn’t just a rebrand; it was a rebirth. The two-word reinterpretation became a billion-dollar, five-film juggernaut spanning a quarter century.
The rebrand encapsulates the essence of the franchise in only 7 letters: 'no matter how much the enemy tries, it’s impossible for the main character to die.'
The rebrand’s ambition stretched further than cinema. Die Hard ventured into video games, graphic novels, and appeared in pop culture hits like LEGO Movie, Family Guy, and Call of Duty. Kiefer Sutherland’s TV series 24 was originally pitched as Die Hard 24/7, envisioning John McClane in place of Jack Bauer.
Nothing lasts forever? Maybe, but a rebrand can be bulletproof.
BEST REBRAND OF 1990’s
Six of One > Across The Hall > Friends Like Us > Friends
Long before it became the reason we all think sarcasm counts as emotional depth, Friends went through a painful identity crisis. Friends wasn’t always Friends. NBC’s soon-to-be cultural behemoth cycled through a number of regrettable title options - Insomnia Café (quirky indie band), Across the Hall (estate agent listing energy), and Friends Like Us (Craigslist ad) - before finally settling on one word that conquered the globe.
Friends is clean. It's instant, it’s a title that requires no explanation and zero patience. It doesn’t try too hard, it’s an open invitation to sink into a couch and commit to a decade of terrible decisions and even worse haircuts.
This rebrand didn’t just name a show it cemented an era, defined a generation and birthed a billion-dollar syndication empire. Six of One might have been forgotten. Friends is the reason we all think we deserve a rent-controlled apartment and a lobster soulmate.