The article discusses how brands can maintain authenticity by embracing the tension between their heritage and modern design. According to Ricardo, a brand's essence can be enriched by its past while evolving its elements to resonate with contemporary audiences. He emphasizes the importance of remaining dynamic and responsive to the environment, ensuring brands stay relevant over time while celebrating their distinctive qualities. The journey of brand evolution is ongoing and requires a deep understanding of the brand's identity and market context.
"The past is a place of reference, reverence, self-recognition, and deep learning. Every brand has something special...These assets, both tangible and intangible, are rich with potential during design exploration."
"For a brand to stay relevant, it must continuously 'read the room,' looking at the world with a holistic, curious, and courageous lens. It's about understanding that today's challenges can be prototypes of tomorrow's vision."
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