[jonathan_h]

Exactly.

I wonder what drives companies to include so much fluff when explaining a re-brand -- any wording beyond "hey, we think our branding looks stale so we gave it a haircut and a shave" is ripe for mockery.

Is the size of the blog post in their mind better justifying the time and money spent doing the rebrand?

Reminds me of a similar problem where nonfiction books spend two-hundred pages "expanding" a concept that could've been a tight ten or twenty pages.