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FILE PHOTO: Elon Musk, Chief Executive Officer of SpaceX and Tesla and owner of Twitter, gestures as he attends the Viva Technology conference dedicated to innovation and startups at the Porte de Versailles exhibition centre in Paris, France, June 16, 2023. REUTERS/Gonzalo Fuentes/File Photo

Often, a fresh start is beneficial, but at times, even the best branding agencies, consultants, and those in marketing simply get it wrong.

Kieran Quaile

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