CHAPTER 2The Only Constant: Change
WHEN IT COMES TO THE EVOLUTION of brands, there is no better example than the soft drink industry to demonstrate that in order to survive, successful brands have to adapt or die. The evolution of brands’ logos or logotypes is often for strategic purposes, rather than change just for the sake of change. Typically, the reason is simple, but the causes are varied:
• The brand is not connecting with the intended audience Its message is muddled, confusing
• Its message is outdated or no longer relevant Its message is reaching an
• unintended audience Its message is reaching an
• established audience but one in decline; to grow, the brand needs a newer or younger audience
As mentioned in Chapter One, what many call ...
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