Ethnicsands
All-American
- Joined
- Nov 2, 2011
- Messages
- 22,722
youāre not saying the same thing. You arenāt getting what I am saying.We're saying the same thing in a different way. Once it's built, it's built. Once you change it, it's not he same thing anymore.
If you build a house, then tear off a section and re-do it, it's a different house. Apple is a different BRAND now than it was. McDonald's is the same brand, just much, much bigger. Sometimes you can build it and keep it built, others you need to change things up.
And I'm dying, hysterically laughing at the notion of Nike needing to push the edge or it's toast. They're one of the most recognizable brands on earth.
How'd New Coke work out? There are more established brands that have stayed true to their core and remained successful than there are brands that successfully pivoted -- one of the single most difficult things to do in business.
Apple was a brand built on innovation. It has to stay cutting edge innovative or it loses cache.
Nike is an identity brand built on pushing trends. If it tries to get boring, itāll fall back badly. Doesnāt much matter how recognizable it is today. Plenty of recognizable brands go backwards when they lose their identity.
McDonaldās has done a great job of being about kids and family. That is thencore of its brand and theyāve maintained that. Itās not easy.
point is, UM was built on edginess and innovation. It went away from both traits, and failed, predictably.