The article critiques the traditional debate of revolutionizing versus evolving a brand, suggesting it’s outdated. It emphasizes that full brand revolutions are often inefficient and misguided, as they assume a universal understanding of the brand from consumers' perspectives. In reality, consumers encounter a brand through varied and fragmented channels, making the concept of a grand brand reveal impractical. Instead, the author promotes 'mini-lutions'—small, gradual adjustments to branding that can quickly adapt to market changes without the burden of a complete overhaul.
Brand revolutions take too long and are expensive traps set by branding agencies. By the time they are fully executed, the market often has moved on.
The full revolution thesis is born out of narcissism. It assumes that your consumer sees the fullness and completeness of your brand through your eyes.
Consumers and buyers are exposed to your brand through a gazillion slices and slivers across multiple, noisy, disorganized channels.
In today's fragmented world, you can't afford a grand reveal; instead, brands must engage through mini-lutions that adapt to market changes.
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