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Why brand makeovers fail: The consumer research that brands can't afford to ignore

June 09 2026 By BMi Research

There are a number of reasons why brands rebrand or reformulate products. But in the long line of checks and balances put in place during these processes, one critical factor is often pushed to the bottom of the priority list - consumer response to the change. It might seem inconsequential in the greater picture of brand evolution, but negative consumer response can derail brand changes, resulting in more than just financial losses. It has happen...