Regardless of circumstances, a brand always has a story - a past, present, and future where its coming from and where its going. The key is to keep that story fresh without confusing or alienating your core audience.

It seems everywhere you look established brands are in the midst of radical and ambitious re-inventions.

Beyond just new logos and taglines, brands are struggling to maintain relevance in the eyes of more sophisticated and savvy consumers. Brands often need to re-address the value proposition and create a more responsive and meaningful customer experience. Regardless of circumstances, a brand always has a story – a past, present, and future where its coming from and where its going. The key is to keep that story fresh without confusing or alienating your core audience. Our job as leaders and marketers is to tell a story that people can identify with, and locate themselves into.

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