I mean yeah, that's not rebranding, that's just brand suicide. I hadn't heard about it, that's a fun story.

But in general, people used to a brand always cry out how rebranding will kill the brand and it truly has zero effect. I remember people saying that gmail's logo changing would kill it. Then it happened like two more times. Google rebranded Hangouts/Chat/Whatever like fifteen times and they still somehow have users. And in fintech I've seen tons of successful rebrands despite users doomsdaying them out. Simple, mentioned downthread, is a good example.

People just hate change. I mean look at some of the replies here… I hope they'll be able to read themselves a year from now.