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Towards Health-Consciousness and Semantic Rebranding
The world is moving towards a health-conscious mindset, where having 'fried chicken' in a store's name can deter customers. The SAT (formerly known as the scholastic aptitude test) has rebranded to distance itself from the idea of determining a person's aptitude at a young age. This intentional semantic rebranding is akin to KFC's approach. Additionally, people tend to distance themselves from responsibility by saying 'we won' when their favorite team is victorious but switch to 'they lost' after a defeat.