I genuinely don't know why companies do this sort of thing. Let me explain.

Nexo is rebranding. The name remains the same, there's a new slogan 'Wealth forward', a new logo and so on.

Fine, all good. It's called redesign, not rebranding, in my opinion, because rebranding generally entails a totally new name and so on.

And it's okay, you've got new UX/UI etc.

But the email I got, oh man.

Why do companies do this?

First of all, they use the word 'strategic' like ten times in the email.

Second, this: 

"Our new visual identity embodies the focus and maturity of today’s crypto holders, blending soft greys, beiges, and modern, vibrant greens, resonating with your lifestyles and aspirations."

The whole email is like that.

I'm so over these companies and their word salad press releases. It's 2024. It's time to evolve.

The should simply say "we're redesigning our logo and our website and our app, because the old is getting old, and this one looks better".

Is it just me?