The more valuable the brand equity, the greater the temptation to preserve it. But what happens when the cultural context a brand was built on changes? Brands like Aunt Jemima, Uncle Ben’s, and Eskimo Pie are among the many that are reconsidering what’s core to their brand DNA and what should’ve been swapped out long ago.
CBX Partner Gregg Lipman sheds light on why it’s taken so long for brands that have been “unacceptable for years” to take action in this opinion editorial for Marketing Dive. He offers invaluable guidance on how brand stewards can evaluate the equities of the brands under their stewardship. But he also notes that brands “don’t live in a time capsule” and the “dynamic societies” in which brands are enmeshed change, which means continual evaluation is a must for brands looking to stay relevant.
Soul-searching can be painful, but if it’s proactive, it doesn’t have to be.
Read the full article in Marketing Dive.
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