Stay as you are. Really.

We all know that nervous twitch in marketing: as soon as something is going well, someone shouts "We have to do something new!" New campaign, new logo, new purpose promise - change for the sake of change? And the audience should applaud enthusiastically every time. Spoiler: But they don't. Because, hand on heart: brands are not butterflies. They don't have to constantly shed their skin to remain relevant. They have to remain recognizable. Too much change confuses, too little repetition erases memory. It's like Coca-Cola changing its recipe every year, or Nivea suddenly coming in black - exciting for sure, but the wrong approach. Because there is nothing boring about repetition; on the contrary. It is what sustains relationships - between people as well as between brands and people. "Oh, that's you" - is perhaps one of the most valuable sentences a brand can hear.

Of course, every brand needs movement, but movement is not the same as radical change. A good brand dances without reinventing itself, it varies instead of revolutionizing itself. It knows when enough has been said. And when it is better to simply say again what it really means. So perhaps that is the real progress: not becoming louder, but clearer. Because in the end, it's not the brand that has changed the most - but the one that has remained most true to its core. Or what do you think?

Here is the link: https://brandingstrategyinsider.com/attention-marketers-change-is-overrated/