South Africa, June 10 -- It has happened to some of the world's biggest brands, from Coca-Cola and its failed recipe change in 1985, to Tropicana and its post-rebrand $30m sales loss in 2009, and more recently Twitter's 80% brand value loss following its change to X and the removal of its iconic blue bird logo.

In many cases, these formulation and branding makeovers were quickly abandoned. It took Coca-Cola just 79 days to reintroduce its original recipe, branded as Coca-Cola Classic to re-establish brand trust, and Tropicana, a few months to reintroduce its original branding. The latter amounted to a $50m loss when all was said and done.

There are dozens more stories just like this where a brand's vision to change was put ahead of one ...