[Kaotique]

I think a lot of times a redesign is simply used as a tool for a manager/exec to have an impact, any impact really. It does not matter so much if the net result is positive or negative. It looks good on their resume. "Joined company X and spearheading redesign project of X". Designer companies love it, they can let their imagination run wild and the managers will gobble up whatever they come up with.

This happens on all levels really. If it is a huge company like Pepsi or Tropicana or for example my high school which "rebranded" and all the students including me had to stamp thousands and thousands of exam paper with the new logo.

[donarb]

If I were the hiring manager, the first question I'd asked is, what were the results of that redesign?