Adoption. Let’s say we take a can of Coca-Cola and wrap a Pepsi label around it. Does the contents of that can now represent what a Pepsi should taste like? The process of adoption is familial rebranding. The contents remain loyal to the true label, and yet are influenced by expectations of the new labeling. Truth is knowing the distinction between the two labels. Freedom is finding yourself at the middle point, creating a hybrid brand that best represents the contents within.

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