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The Right Amount of Change
By: Janet Kalandranis
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There’s constant conversation, here included, about making sure a brand is timely and relevant. Ensuring that a brand is delivering what customers want. Because what worked in the past isn’t the sole solution for success in the present. So brands change. It’s expected, it’s welcomed, and most often it creates future success for the brand. Change is good. End of story? Well, not really.

There are some brands that have determined that change is always the answer. These are the brands that change so much that no one can keep up, including customers. This is the opposite conversation. One where brands change so much that there’s no core principle for any customer to understand. There’s a fine balance that brands have to strike — it involves being relevant for a customer while also ensuring that a core brand is being preserved. It’s a dance that lets customers know the brand is taking the lead, but also takes into consideration what the customer wants as well. All change all the time isn’t good.

Some brands are so consumed with change that they forget to evaluate what changes make sense for success. For instance, trends play a big part in the changes a brand makes. But sometimes trends are quickly passing and any brand that latches on to a trend will have to change again. Brands need to truly examine any trend that pushes them to change and understand if this is a lasting trend and one that needs to be incorporated into how they do business. If the answer is yes, then change makes sense; if the trend seems fleeting, then it’s probably best to wait it out, a least for a little bit. Take a simple example about message. Brands that shift from a social impact message to a product message to a healthy message and back are those brands that can be difficult to understand. If these changes are made over time or if all this messaging is under one larger umbrella, the customer will respond positively. But if all this change is 1, 2, 3 the brand is going to deal with a lot of customer confusion.

Change is a delicate brand tool; not one that should be overused or misused, but instead implemented when the timing and the reasons are right. Brands shouldn’t assume that change will automatically bring success and use it as an easy answer to a problem. Brands need to accept that change is a powerful marketing tool and when used right it proves all positive, but when used incorrectly can be the exact answer a brand was looking for.


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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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