Useless Rebranding and the Underappreciated Marketing Strategy of Doing Nothing

HBO rebranded to HBO Max, and then to Max … and now back to HBO Max. Meanwhile Google is losing their longstanding “I’m Feeling Lucky” button and once again rainbow-izing their entire logo suite to make them even more indistinguishable from one another. Watching these ill-advised branding moves is enough to make anyone wonder why marketing teams need to spend so much time, money and creative energy unnecessarily reinventing things. There are, of course, examples of brilliant rebranding like what...