20 THE LAW OF CHANGE
Brands can be changed, but only infrequently and only very carefully.
Having harped on the idea of consistency and focus, why would we bring up the concept of change?
Because nothing in life, nothing in branding, is ever absolute. There are always exceptions to every rule. And the law of change is the biggest exception to the laws of branding.
Where does the change occur? Companies are often focused on what they need to do internally in order to facilitate the change of a brand. The procedures, the manuals, the brochures, the press conferences, the advertising, the marketing.
But brand changing does not occur inside a company. Brand changing occurs inside the mind of the consumer. If you want to change your brand, keep ...
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