I came close to reverting! But I was assured by my consultant that it was temporary, and I was strongly committed to the brand upgrade. And... boiling frog. The 90% losses phase was relatively brief. When things started to improve a bit, I assumed they would continue to improve. By the time it was clear that it wasn’t going to keep improving, it was already late January, and it was getting a lot harder to turn back: lots of energy already put into promoting the new brand, convincing publishers to update their links, etc. “It's a trap!“

I just sincerely wanted to stay with the new brand, even if it was painful in the short term, and I never really dreamed I’d be sitting here a year later and still no recovery.