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Definition
Brand Refactoring is the methodical, surgical restructuring of a brand's layers (verbal, visual, or spatial) triggered by objective telemetry anomalies — such as a CAC increase exceeding 20% over two consecutive quarters or NPS decay. Unlike aesthetic "cosmetic rebranding", which frequently discards hard-earned brand equity on artistic whims, refactoring preserves high-salience mental availability assets while optimizing only the system's points of friction.
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