Have you ever seen a rebrand that looked better but somehow worked worse?

A rebrand can look fantastic in a presentation and still create problems once it goes live. The old identity might not have been particularly exciting, but customers knew it. They recognized the packaging, remembered the colors, and could find the business easily. Then everything changes at once, and suddenly the brand has to rebuild recognition it already had. Obviously, some businesses genuinely need a fresh start. But how do you decide what to change and what customers are already attached to?