There's a difference between those companies coming and going a few times, and Sabian, who continues to grow in its original form.
... Sabian's been there without interruption for 35+ years, and unless they abandon or drastically alter their flagship AA and HH lines, it's doubtful they'll lose any business as a result of the new campaign. But they wouldn't have sought a new direction just to stay where they're at. Growth among younger/future buyers is the goal, and with new ads & attitude in place literally for not even 3 months a this point, those results remain to be seen.
I've given some thought as to what could potentially happen to Sabian due to their new branding and logo. So here's a VERY hypothetical scenario that most likely won't play out, but may not be totally out of the realm of possibility.
2 Months AR (After Rebranding) – As of now, Sabian sales continue to be strong, as new inventory with the new logo has yet to hit dealer shelves, and more mature/experienced drummers snatch up all remaining cymbals with the old logo before they're no longer available.
6 Months AR – New inventory finally begins to take the place of cymbals with the old logo, right as promotional materials with the new "We don't care" attitude hits dealers. Turned off by this new look/attitude, more mature and experienced drummers who were interested in Sabian begin to explore other brands, discovering that they like many of the cymbals from Zildjian, Paiste and Meinl. Meanwhile, younger players, whom the new marketing direction seems to be aimed squarely at, can't afford to spend much on cymbals so they're not buying many. Sales for Sabian begin to falter somewhat.
18 Months AR – Sabian sales have now been down for four straight quarters. Under pressure from outside investors, Guitar Center can't afford to have cymbal lines that aren't selling take up valuable retail space. So GC reduces their Sabian display inventory, cutting them back from one full wall to a half wall. Meanwhile, they've noticed an increase in customer interest in Meinl, due to their hip artist roster and excellent marketing. So they give the newfound wall space over to Meinl in most stores, and begin to promote the brand more heavily.
24 Months AR – With GC's move accelerating Sabian's woes, and with sales of the other Big 3 cymbal makers taking its place, market share erosion begins to accelerate. Sam Ash and other big box retailers have taken notice, and have reduced their Sabian display inventory, accordingly.
36 Months AR – Due to shifting demand, the younger players Sabian courted with its rebranding have gravitated more toward Meinl, while older/more experienced players, who have been completely turned off by the new logo and attitude, have largely abandoned buying new Sabians. Consequently, the market for used Sabians with the old logo explodes, as demand escalates rapidly. Unfortunately for Sabian, the used market does not provide a revenue stream for the company.
48 Months AR – Sabian has now lost half its market share. Independent dealers begin to drop them altogether as the big box retailers cut back their inventories even more.
60 Months AR – With years of declining sales, Sabian is now in serious trouble. But their modern manufacturing facilities and artist roster makes them ripe for a takeover. Wanting to "bring the family back together", Zildjian purchases 100% of Sabian. At first, they promise to keep Sabian's identity separate, as two distinct product lines. They even return to the old Sabian logo to woo back lost customers. Sabian fans celebrate the return of the old logo, but are weary of Zildjian's ownership stake.
72 Months AR – Despite Sabian's return to prominence and increasing market share, Zildjian decides that it's just too expensive to maintain two distinct brands. So they decide to kill off the Sabian name and use the Canadian factory to increase Zildjian's output. With this move, Zildjian has a dominant position in the market that it uses to its advantage to negotiate better deals with the big box retailers.
90 Months AR – Someone asks "Whatever happened to Sabian?"
Like I said, this is highly speculative. I don't really expect anything like this to happen, but you never know!