A brand is a promise you make to your customers. It’s a hallmark of the consistency, quality, and efficacy of a company’s products or services. A brand is also an aspirational statement – we’ve encouraged brand-makers to ask themselves “Who do our customers want to be?”. A brand at its best both answers and fulfills this question.
But what happens as a brand ages and evolves? As a brand weathers multiple decades of innovation and market variation, change isn’t just an inevitability, it’s a mandate: evolve or risk being left behind. Here’s a look at three brands that have transitioned successfully over multiple decades of existence, with an eye towards what today’s brand-makers can learn from their example.
Failure is a fact of life. While some people prefer to gloss over that reality, I would rather embrace it. In any endeavor we undertake, no matter how successful it ultimately proves, we will fail in some small way. That’s a deeply humanizing truth, and while it may seem pessimistic, our failures (small or large) often hold the key to our success. If we can learn from our mistakes, we emerge stronger, smarter, and more resilient.
I’ve written previously about what we can learn from products that failed, and even highlighted a few prime examples of major missteps from some of the most successful companies in the world. While major corporations often experience failure, it’s an even greater specter in the startup world. Passionate entrepreneurs are launching innovative new ventures every day despite the fact that 90% of startups fail, as Neil Patel recently reminded us in Forbes. Thankfully, this harsh truth conceals a silver lining.