There’s this product, with a widely-recognised logo, but the top brass thinks is no longer (pick any of the following) connecting with its audience/stands for its core value/fresh in appearance. So they call in your creative agency and wants a change.
Don’t we all just love* the dilemma? Established brand, strong visuals, but the board wants a new message…
Ad Age looks at a few examples of where things didn’t go…umm…quite as well as hoped.
* Sarcasm noted.