The suits are just looking at short term, bottom line, knee jerk, quick fixs's for long term problems.
Just beacuse you have an MBA doesn't mean that you have any business sense.
I personally am not brand loyal, however I do have respect for tradition.
The tradition of a long standing brand lends credability to a company and its products.
However a lomg term blitz advertising campaign can the aura of longevity to many new companys, look at Geico as an example.