We’ve all seen the movie: ugly duckling struggles to fit in, until one day she takes off her glasses, gets a makeover and presto, she’s transformed into the beautiful swan she was always meant to be. She’s turning heads as she walks down the hallway, and now the cool kid is asking her to the prom (cue music).
BRANDS DON’T HAVE PROMS
But like the ugly duckling, many brands could use a transformation. Far too many brands are neglected and left to languish in a perpetual state of blah. Or even worse: their managers continue to invest time, budget and resources in a message that’s taking them down the wrong path. Before a brand can arrive at the makeover moment, they must overcome a few common pitfalls that lead to being neglected.
OH, HOW YOU’VE CHANGED
Most brands started with something unique that made them relevant: a product, a successful advertising campaign, or even a catchy jingle. But that uniqueness has a finite lifespan – brands lose relevancy over time because of changes in market dynamics, human behavior and culture. As the world changes, so must brands.
