Starting from recently over-buzzed Atlanta re-branding, Ries is making a extremly good and sustained point about the need and the opportunity of rebranding, changing logos and slogans, or becoming “too creative” in terms of branding.
What leads cities, states, countries and companies to concoct meaningless, unmemorable slogans? I believe the culprit is “creativity.”
Every day of the week, advertising agencies are hired to create new, compelling branding strategies and fired when these new, compelling branding strategies don’t work.
The best example of the power of consistency is the Marlboro cowboy, who has been riding the range for 50 years. The advertising doesn’t win any awards, but it has taken the brand from nowhere to become the No. 1 selling cigarette brand in the world.
A powerful brand is not built by creativity, although there needs to be a creative spark to get the brand ignited. A powerful brand is built by consistency, year after year after year.
Basically if you have something that is working, don’t try to fix it. The re-branding decision is a tough one, as long as we do not have (re)branding in our minds a purpose (as some agencies have it), but as a tool for sustaining and growing the business.
Re-branding the Right Way