As Marco Arment notes, this rebranding effort is “just a coat of paint”, but it certainly is a nice coat of paint. Sometimes, a new haircut can do more than just freshen up a tired image: occasionally — very occasionally — the external change can catalyse larger internal changes in an organisation. The act of altering the image can free them from the inertia of previous decisions and allow them to make the radical changes they need to make to remain relevant. In effect, the act of changing the cover can, when everything goes right, change the book contained within.
Then again, sometimes a new haircut is just a new haircut.
Notes
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