The most successful brands throughout history, from BMW to Kellogg’s, and from Coca Cola to Ford, General Electric and Mercedes have all improved brands by improving their products, but never changed the icon that symbolized their business.

Every time a new marketing manager or new executive leadership enters the scene, they want to put their mark on ‘the new world order’…even if the image for the old world order was solid and delivered value.

In media, we often tell our advertisers about the value of consistency, yet at every opportunity we go through the gyrations and expense of changing our identity with new graphics. The best companies improve their products, and only resort to changing their logos in extreme cases where their image has been damaged.