Brand Evolution
BRAND EVOLUTION VS REVOLUTION
Above: Cosmetic brand benefit show good use of up to date design and branding.
In today’s fast moving market place,
brands have got to be constantly innovating to stay relevant and exciting. Certainly, people are creatures of habit but whilst we feel comfortable in the familiar, we don’t like it when things stay exactly the same. A person might buy into a brand, but unless that brand evolves with them as a customer, they’ll eventually get bored and move on. So if you think the idea you first had will
sustain your business, chances are you’re on a slippery slope. Not only do you have to deal with fickle customers but also the ever present threat of competitors leaping ahead of you.
However, while change may be vital, implementing it can be challenging. Businesses are change averse. Innovation is considered risky and expensive. Money people tend to play it safe and stay with what they know and believe in. In fact it’s not unusual for a brand to resist change for as long as they can and then face having to make immediate wholesale change.
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Mark Fanthorpe, Owner of Umbrella Design talks to A1 Retail about how to create retail environments that deliver long-term profits.
This is when things become problematic because although innovation is essential, dramatic change can be disastrous. The problem with big change is it really is a risk. It costs more and you run the risk that your customers won’t like it. Retail history is littered with failed attempts at wholesale change. The very public flop of ‘New Coke’ in the 80’s is probably one of the most famous examples of what happens when you change too much, too quickly. While the public would come to accept Diet Coke and Coke Zero, the thought of someone meddling with the formula of their beloved original was too much to bear. As a result New Coke was a very expensive failure. A far sounder approach is to look at
change as something that happens all the time. In my experience, the brands that are most successful are those who embrace innovation and most importantly make it part of their culture. The freedom to innovate starts with a leadership team who
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