The Forbidden Rebrand - Giorgia Molinari

BRANDING CRIME #30

The Forbidden Rebrand

Let’s rebrand! But let’s not tell anyone!

How it kills

Overnight, everything changes.
Customers think they’re on the wrong website. Or that your social media got hacked. Or that aliens have rebranded you as a test.
Confusion spreads. Articles appear. Reddit threads begin.
The CEO insists, “People will get used to it!” They do not. Trust evaporates. Sales follow.

What Works

If you rebrand, explain it. Prepare for it. Tell people why it’s happening.
Bring your audience along for the ride — not just the big reveal.
Keep familiar elements where possible to help ease the transition.
A rebrand is not a secret mission. Unless your goal is to confuse, alienate, and slowly disappear.

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