Article written for Sedley Place, May 2014
‘Change is the only constant’
Branding, brand refreshes, re-development, re-positioning – these form the majority of branding and marketing initiatives today. But it is a brand’s evolution that truly cultivates growth; and how that is managed will determine its success.
Consumer attitudes are formed by the culture in which we live; and are determined by our own understanding of the world. It is therefore often difficult for a brand to speak to everyone using the same voice. Successful brands are those that value dialogue, an open pathway between itself and the customer. Easily identifiable values make service and consumption less of a decision, more of a reflex.