Just read The Best and Worst Logo Remakes of the Century and UnderConsideration’s Brand New blog. They give a comparison-commentary about the changes that have taken place in some of the most well known brands around the globe.
Reminds me of what my Brand Management professor said a couple of years back – “It is not the consumers who get tired of the brand image or marketing message but the marketers.” Marketers spend so much time with their brand – they think even their audience is getting tired of it. They could not be more wrong!
As a marketer, I admit, one should be aware of the signs when the branding goes bad or needs a little shine. But change, for the sake of change, may not be the best decision for a brand. After all, it disrupts the very essence that branding is supposed to establish – trust. When a consumer sees a brand he trusts, he is comfortable. Don’t take that away from him!