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This is the right answer. Empirically, continuity of brand assets actually drives higher brand recognition and awareness/shoppability advantage over time, parti
by sfifs 4y ago
This is the right answer. Empirically, continuity of brand assets actually drives higher brand recognition and awareness/shoppability advantage over time, particularly for consumer goods. Look through the disastrous Tropicana branding change example for how wrong can changing familiar assets go.
However, the marketing teams get bored of their branding and ads way way before consumers do - after
all each consumer see a big brand in a branding context maybe half a dozen to a dozen times a month for a few seconds at a time in advertising or stores. The marketing teams see it every day every hour :-)
So they naturally desire for change - exacerbated by the fact that the "experts" in marketing agencies or relevant in house functions have no incentive to tell them different as they make money off of the change :-)
- javajosh 4y ago>However, the marketing teams get bored of their branding and ads way way before consumers do Maybe the marketing teams from 12 big non-competing companies can "rotate" and do the work for a new company every month, coming back "home" once a year. Keep the eyes fresh.
- twoodfin 4y agoThis is probably a workable theory on why so many companies outsource the advertising / branding aspects of their marketing to specialized firms. (You’re also basically describing the plot structure of Mad Men!)
- nine_k 4y agoAt this forum some like to ironically refer to things like "frontend framework of the month", meaning novelty that brings no discernible benefits at best. Apparently marketing may have it worse.
- rexpop 4y ago> suits are fumbling around looking for a new shiny project that'll give them a sense of "legacy" and their fingerpints all over Why?
- defrost 4y agoFear of doing nothing and somebody noticing the nothing and then firing them.
- pmontra 4y agoAnd also they have to fill the cv with something. Somebody wrote about securing their legacy at a company. Stay two years at company X and doing only standard stuff is not a great way to get a better job somewhere else. Of course doing useless stuff should be even worse but it's hard to tell what's useful and what not.
- chris_wot 4y agoSounds like a good way of filtering out executives. If they write that they changed branding, then dock them some points…
- Scarblac 4y agoIt's what top managers do. New branding, merger or acquisitions, shiny new building, use the PR to move on to better job.
- Jenk 4y agoYou aren't a disruptor if you don't disrupt. You can't claim to be a change maker if you don't make change. You aren't a challenger if you don't challenge. Etc. Etc. etc.