By: Phil McCluskey

In general, people don’t like change. Once they’ve found something good, they stick with it—because it’s hard to imagine it getting any better. That certainly applies to consumers, but it also can apply to brands.

Hershey’s milk chocolate, for example, is a classic American brand that has changed little over the years. How iconic is it? Well, there aren’t many CPG companies with a town and a theme park named after them. It’s no surprise that the Hershey’s chocolate bar wrapper has remained essentially the same since 1951. Why change what works? Right?