Logo Management is practically a cliche. Can't think what else to do to justify the big bucks? New Logo™!

So articles like these completely miss the point of the commercial design industry.

The goal isn't sales - never mind brand awareness. The goal is to make C-suite execs feel like they're doing something exciting, and maybe even a little creative.

From that POV I'm sure the Tropicana rebrand was a huge success.

And if a design fails, it's always the agency's fault.

As someone who has worked in product design for many years, the most important part of the job is making sure bad changes and ideas don't get pushed out. Yes, making sure they don't do anything is a crucial part of the job and I'm always very busy with that part of things, especially if it's something that comes down from the C-level.