New and Improved not so New and Improved

Brands seem to feel compelled to revel in their Newness and Improvedness. Why, exactly, I'm not sure. Non-loyalists won't care and loyalists will notice the change. No need for explicit statements.

In fact, I'm pretty sure that explicit labeling (such as exhibit A) devalue the brand. Especially on a Guinness container. Who cares that the look has changed? Shouldn't we notice the change and exclaim with tears of joy streaming down our face, "Look! They have a new look!"

It's almost akin to prefacing a joke by saying "this is really funny, you're going to love it."

In sum, new looks should not include stamps that say 'new look.'