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The Risks of Rebranding

HBR On Strategy

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The Risks of Rebranding and the Importance of Appealing to the Subconscious

This chapter discusses the importance of appealing to the subconscious when making design changes and the risks associated with rebranding. Examples of disastrous product launches due to changes in packaging and logo design are provided, highlighting the need for consistent visual cues and connecting new products to previous ones for customer comfort.

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