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Message: [QUOTE="TheCusian, post: 1259968, member: 2585"] It's common sense and branding 101. Good product is more important than its packaging. Bad branding of a bad product is a disaster. Let's say your favorite car company that used to be a giant in the industry decides to rebrand their mediocre to poor line-up of cars. It coincides with a recall on its most iconic car. It gets national attention. What do you do? Just fix the problem? You change both - even if the new brand is solid work. It's been soiled. The customer sees the brand as a part of the issue - regardless of its quality on merit. Reverse the example. What if you turn out the best line-up you've had in 20 years along with your new brand? Win. Major win. Even if the branding is meh. [/QUOTE]