What should change, what should never change
Understanding “The Brand Continuum”
It is deliciously tempting to change everything all the time. Human nature loves new. People assume new must be cooler, more advanced, better. In many cases that’s true, but in many cases, absolutely untrue. Often times, we get new for new’s sake. Marketers must develop the delicate ability to understand what should change and what should not, and refuse to get caught up in the blind, sweeping momentum of change, where “old” automatically means bad, and “new” instantly equals good.
Base change on “The Brand Continuum”
The continuum runs from brand essence to strategy to campaign to execution. The closer to brand essence, the less you change. The closer to execution, the more you change.
Brand Essence. Every company has their version…wheels, pyramids, arrows. The principles that stand for generations, why they founded the company, the images inextricably linked to the brand. If these are to change, one random person cannot do it on a whim. 11 keys should turn to launch that missile.
Brand Strategy. This should be well conceived, then stuck with until it no longer works, or it wears out.
Brand Campaigns. These support the strategy and can change more often, so long as they stay true to the strategy. Geico is a great example. From the Cavemen to the Gecko to numerous other hilarious setups, the campaigns have changed, but the strategy has remained constant: 15 minutes could save you 15%.
Brand Executions. These should change regularly and often. That’s the whole point of “executions,” especially in today’s world. Take some shots, do some analytics; use what works, dump what doesn’t.
So next time you’re faced with a decision to change something or not, ask yourself a simple question: am I changing this because it should be changed or because it can be changed. If the answer is the latter, don’t do it, then turn your attention to something that needs to be changed…because there’s always something.
BONUS: Avoid these misguided reasons for change
• Because doing the same thing is boring…even if it works brilliantly. Boring success beats new failure every time.
• I’m new. So, I must change everything. How else will I leave my mark?
• Lack of a clear understanding of and respect for the deep-rooted unchangeables of a brand. Not everything that came before is wrong, stupid, or passé. Some of it is likely brilliant. That’s why it’s been around all these years.
