From the article: > One of the main reasons for rebranding/redesigning is for brands to reconnect with existing consumers and reach out to new ones. Which is

From the article: > One of the main reasons for rebranding/redesigning is for brands to reconnect with existing consumers and reach out to new ones. Which is horse shit. The reason companies do a rebranding is because the people that get paid to design things convinced the people that pay for the design that it was a good idea. The problem is that the people that pay started being convinced by justifications like "reconnect with existing consumers" rather than "it will make you more money". See also: if it ain't broke, don't fix it.