It always feels like a shark-jump when somebody's marketing department needs a bonus and has nothing better to do than "rebrand". It's also insulting your cust

It always feels like a shark-jump when somebody's marketing department needs a bonus and has nothing better to do than "rebrand". It's also insulting your customers when communicating that (a) there's more value after a rebrand when there's obviously none; and (b) customer is dumb or shallow enough to be swayed by messaging and not the product.