🏷️ Academic Rebranding [Neurosurgery Wiki]

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===== 🏷️ Academic Rebranding =====

**Academic rebranding** refers to:

> The practice of **renaming, repackaging, or reframing existing concepts, techniques, or tools as if they were novel**, often to increase perceived innovation, publication value, or institutional prestige — without contributing new evidence or insight.

==== 🧠 In Neurosurgical Literature ====
  * Presenting established techniques (e.g. keyhole craniotomy, neuronavigation) as part of a "new" paradigm (e.g. **Minimally Invasive Cranial Surgery**)
  * Rewriting clinical routines with updated buzzwords (e.g. “precision,” “micro-invasive,” “ultra-targeted”)
  * Shifting terminology to **generate publications or funding** rather than to clarify science

> **“This isn’t a new approach to brain metastases — it’s academic rebranding of standard craniotomy with marketing gloss.”**

==== ⚠️ Why It Matters ====
  * Creates the illusion of progress
  * Pollutes literature with **semantic inflation**
  * Distracts from real innovation or critical appraisal
  * Risks **misleading trainees** and clinicians about what is actually new or validated

==== 🔍 Related Concepts ====
  * [[marketing pamphlet]]
  * [[decorative neurosurgery]]
  * [[academic theater]]


**Synonyms:** semantic relabeling, publication repackaging, conceptual recycling

**Opposite:** Original contribution, paradigm shift, methodological innovation