Rebranding in the Age of Snark schottben.substack.com

Rebranding in the age of crowdsourced snark is a blood sport. Before social media, identity innovations might inspire trade-journal analysis or, if truly egregious, provoke wonk-ish newspaper comment. But nowadays brand vigilantes and Monday-morning typographers (including, on occasion, your present correspondent) seize upon even the tiniest tweak to a logo, tagline, sonic chirp or Pantone chip.