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Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition by Joan Kiddon, Larry Light

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21. Truth #2: Institutionalize Change

Change happens all the time. Today it is almost impossible to keep aware of everything that changes around your brand. The digital advertising business has to deal with technologies, devices, and apps that change so much faster than people adopt and adapt. Change inside the company usually comes with a change initiative. A change initiative has a program, an HR course, a set of slides, a video, a script, an app, a dictionary, a metric (or series of metrics), and in many cases a slew of young, junior consultants who take up a lot of office space. We have worked with companies in which each time there is new leadership, there is a change initiative: new person, new ideas. If you happen to work in a place where ...

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