Brand loyalty is a different animal: a deep emotional connection that's so strong, so personal, it could only be called love. Many rebrands frustrate me, but the thought of waking up to a completely new Lego logo would hurt on a very personal, very human level.
I'd be astounded if Chanel ever changed its logo, given that it hasn't since 1925. The emotional attachment to the brand comes from a sense of family connection and luxury heritage.
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