The Value of Enduring Brandmarks
The most successful brandmarks stand the test of time. Look at Coca-Cola which has barely changed in 120 years. Contrast this to Pepsi which has been transformed roughly once every 20 years. Is it a coincidence therefore, that Coke’s market share is roughly double Pepsi’s, or does it reflect a brand who have drilled down to their true essence including capturing this in an effective logo.