Why is this continually happenning? Exactly the same reason as why 'Opal Fruits' became 'Starbusts'  [ thats a reference for those in the UK of 50+ years age...]  ie there was a 'marketing department' paid to come up with ideas to improve sales. No ideas = no need for the department ie no jobs. So of course those already in the jobs carry out extensive research etc  to be able to prove to senior management that 'a rebrand to Starbursts will increase sales' . And the marketing people get their salary, and move onto another ''improvement" . These days it is no different. Just the name of the department has changed. What i don't understand is why senior management don't simply see the cost drain of all these un-necessary changes. They didn't 'back in the day' and they still don't.....