Value in values
We’re currently in the middle of a couple of major rebranding projects. In both cases there are strong arguments for evolution rather than transformation - not least because there are varying degrees of equity in the identities of both organisations, greater and lesser degrees of change to be signalled.
We'll always resist the more change = better value for money sideshow. Dumping equity for novelty can often undermine the deep values that help define a brand - as the old Abbey and more recently Gap discovered.
This is why we're absolutely wedded to a process that puts positioning (fed by total immersion in market and business) in the driving seat.
Logo and colour palette are the final steps of the journey. Values, vision and business imperatives must be the drivers. Less is so often a whole lot more. And paradoxically can also add up to a whole lot more work.Richard