They changed the logo. New colors. New font. New “brand promise.”
Same leadership. Same culture. Same problems. But now the problems have a new font.
The rebrand is what happens when a company needs to look different without being different. It’s the corporate equivalent of a haircut after a breakup. Something changed, but nothing changed.
Six months after the rebrand, the same people are having the same meetings about the same problems. But the slides look better.