Comments on: Brand Identity: Start an Evolution http://www.fuelyourbranding.com/brand-identity-start-an-evolution/ Mon, 26 Jul 2010 13:46:10 -0700 http://wordpress.org/?v=2.8.4 hourly 1 By: giffie http://www.fuelyourbranding.com/brand-identity-start-an-evolution/comment-page-1/#comment-1096 giffie Mon, 23 Nov 2009 15:56:00 +0000 http://www.fuelyourbranding.com/?p=395#comment-1096 The man of virtue makes the difficulty to be overcome his first business, and success only a subsequent consideration. The man of virtue makes the difficulty to be overcome his first business, and success only a subsequent consideration.

]]> By: The only way to brand recognition in the long term is maintaining consistency. | tmd blog http://www.fuelyourbranding.com/brand-identity-start-an-evolution/comment-page-1/#comment-1019 The only way to brand recognition in the long term is maintaining consistency. | tmd blog Thu, 12 Nov 2009 12:50:58 +0000 http://www.fuelyourbranding.com/?p=395#comment-1019 [...] http://www.fuelyourbranding.com/brand-identity-start-an-evolution/ [...] [...] http://www.fuelyourbranding.com/brand-identity-start-an-evolution/ [...]

]]> By: A Month In The Creative Community: An August Roundup | Fuel Your Creativity http://www.fuelyourbranding.com/brand-identity-start-an-evolution/comment-page-1/#comment-251 A Month In The Creative Community: An August Roundup | Fuel Your Creativity Tue, 01 Sep 2009 08:36:26 +0000 http://www.fuelyourbranding.com/?p=395#comment-251 [...] Brand Identity: Start an Evolution [...] [...] Brand Identity: Start an Evolution [...]

]]> By: Andrew MacPherson http://www.fuelyourbranding.com/brand-identity-start-an-evolution/comment-page-1/#comment-195 Andrew MacPherson Fri, 14 Aug 2009 22:03:08 +0000 http://www.fuelyourbranding.com/?p=395#comment-195 This notion of incremental evolution is definitely relevant lately. Pizza Hut told us they were going to start referring to themselves as "The Hut" a month or two ago. More recently, Radio Shack told us they were going to refer to themselves as "The Shack". I can't see the brilliance in gutting the key component of your brand in favor of, in these two examples, a literally empty shell. Pizza Hut sells more than pizza. We all get that. Radio Shack doesn't just sell radios. Okay, but their key category now is cell phones which are literally built upon... guess what? Radios. I guess where this ties into what you said above is that you mentioned brand changes being driven by the external strategic or creative side. The business side needs to show restraint as well when declining market breeds enough desperation to dramatically revamp the brand. This notion of incremental evolution is definitely relevant lately. Pizza Hut told us they were going to start referring to themselves as “The Hut” a month or two ago. More recently, Radio Shack told us they were going to refer to themselves as “The Shack”. I can’t see the brilliance in gutting the key component of your brand in favor of, in these two examples, a literally empty shell.

Pizza Hut sells more than pizza. We all get that.

Radio Shack doesn’t just sell radios. Okay, but their key category now is cell phones which are literally built upon… guess what? Radios.

I guess where this ties into what you said above is that you mentioned brand changes being driven by the external strategic or creative side. The business side needs to show restraint as well when declining market breeds enough desperation to dramatically revamp the brand.

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