thebrandingjournal.com

J1BGQ TIL in 2010, following slumped sales after the Financial Crisis of 2008, Gap decided to redesign their 20-year longstanding logo, costing an estimated $100M. The amount of public backlash was so great, that Gap took the decision to revert back to their old 1990 logo after less than one week.
R797w TIL - In 2009, Tropicana invested $35 million to rebrand their Orange Juice packaging. Within two months of the change, sales dropped 20% and they lost significant market share before switching back to their original carton. The failed marketing experiment cost them over $50 million.