While I agree with the context of your article (though sometimes it is VERY necessary to rebrand), I think you missed an important point on how to avoid rebrand

While I agree with the context of your article (though sometimes it is VERY necessary to rebrand), I think you missed an important point on how to avoid rebranding woes. Most established companies tend to favor unique typographic or vague logo marks more often than detailed illustrations to avoid narrow definition and the hassles of a complete rebrand. By adhering to a simple and less specific brand mark, the logo becomes more organic in nature. Companies can redefine their marketing message and expand their product offering with flexibility. Think about the most prominent web/software companies such as Google, Microsoft, Digg, Facebook, Vimeo, Flickr... most have unique typographic logos because features change overtime. Case in point, Flickr now supports video. The fashion industry is also a very good example of this. Non-specific logos allow them to build (and change) associations based on lifestyle photography. Why is this important? Product cycles are seasonal and generally very trendy/volatile.