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Brand Crimes + Other Offenses

Brand Crimes + Other Offenses

Written by: Sasha Monique
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About this listen

Brand Crimes & Other Offenses is the cultural court where strategy meets misconduct.


Each week, host Sasha Monique, brand architect and creative strategist, investigates a new case from the world of branding, marketing, and modern commerce. Through forensic deep dives, cultural analysis, and sharp behavioral insight, she dissects why brands succeed, why they crash, and why some decisions should qualify as strategic felonies.


From iconic rebrands and PR disasters to psychological frameworks, cultural trends, and confessions from founders, Sasha brings street-luxe intelligence, razor-sharp commentary, and unapologetic clarity to every episode.

Part investigation.

Part education.

Part creative therapy session.

All precision.


Whether you're a CMO, a founder, a strategist, or a culture lover, this is where you come to understand the world of brands through a smarter, sharper, more culturally relevant lens.


© 2026 Brand Crimes + Other Offenses
Episodes
  • Identity Fraud: Understanding Why Rebrands Fail

    Identity Fraud: Understanding Why Rebrands Fail
    Jan 22 2026

    Identity Fraud: Understanding When and Why Rebrands Fail

    In this episode of Brand Crimes and Other Offenses, Sasha Monique breaks down why so many rebrands fail — and why the problem is almost never the logo. If you’re a founder or business owner questioning a rebrand (or the urge to start one), this episode examines what’s really happening underneath the surface.

    Using real-world examples like Cracker Barrel, HBO Max, and Gap, Sasha explains how identity drift, emotional decision-making, and unclear strategy quietly erode brand trust. Visual updates may feel like progress, but without leadership clarity and aligned positioning, they often create more confusion than momentum.

    This episode is for founders who want their brand to hold authority, not just look different.

    Key Takeaways

    • Most rebrands are driven by emotion, not strategy
    • Visual refreshes rarely fix unclear positioning or leadership gaps
    • Changing aesthetics without clarity creates confusion and trust loss
    • Consistency and identity clarity matter more than novelty
    • Successful rebrands reflect real business and audience shifts

    Episode Timeline
    00:00 Introduction
    01:08 Understanding Identity Drift
    01:41 Why Visual Refreshes Feel Like Progress
    02:59 Case Studies: Cracker Barrel
    06:27 The Cost of Confusion (HBO Max & Gap)
    08:55 Emotional Triggers Behind Rebrands
    11:11 When Rebrands Actually Work (Dunkin’)
    14:21 Final Verdict

    Full episode breakdown and references: www.iniciocreative.com/why-rebrands-fail
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    21 mins
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