With True Detective back on our screens for a second season, it's a good time to revisit one of the most successful rebrands of recent years. What can we learn from the McConaissance?
1. You don't need a logo change
A lot of rebrands revolve around the changing of the logo. Yahoo made a gratuitous month-long spectacle out of changing theirs, Gap was ridiculed for attempting a change, and US presidential candidates are being criticized for their logos as they fall short of Obama's success.
The truth is that you don't even need a logo to begin with in order to successfully rebrand, as McConaughey proves. In fact, having a 'logo' can come across as being a bit ridiculous. Look at Nick Jonas:
2. You don't need to shout about it
You don't need to twerk about it either. McConaughey proves that rebranding can be done with a cool effortlessness. A few tasteful film and TV choices and performances were enough to shift his image entirely. Miley Cyrus' approach to rebranding, on the other hand, is about as in-your-face as it gets. It can work, but the subtle approach tends to be more effective, more permanent and less subject to ridicule.
3. It's hard to come second
When a McConaissance is pulled off once it's very hard for someone else to pull it off again with equal success, especially if they're going about it the same way. Take Vince Vaughn as an example. He is on a very McConaughesque trajectory from comedic actor to star of the new season of True Detective, and will as a result be constantly compared to McConaughey (there are already whispers of the Vaughnaissance). Hillary Clinton is in the same boat, her H logo falls a bit flat after Obama's unprecedentedly iconic O. It's hard to be second, do something different and be first instead.