Rebranding ripples- how rebranding can cause a stir

Have you see the rebranding of Tate and Lyle? It's transformed its logo from a dead lion being circled by a number of bees to something a lot more modern... but you might be surprised to know which part of the process caused a stir. Was it the old logo depicting a dead lion? (I didn't notice either!) Or that people thought the logo change was a win for the 'woke' brigade?! I read similar headlines more than once and was more than a little dumbfounded. Today, I chat about why people rebrand, why rebrands are hard, and how- just maybe- we need to cut brands a little bit of slack? Enjoy!