How to ruin a great design response

In the article, the author explains about how a bad design or changing of a design can be bad. He uses examples of British road signs, UPS, and more. He explains that its bad for company to change its design. I disagree with this however. A lot of companies have to change to keep up with the modern age. That means that they have to change their image to convince a new generation to invest in their company and their products.