Although I agree with Sarah Rayner’s article on “Questions of identity” (MW January 5), I feel compelled to
sound a note of caution when addressing the belief that, like advertising, a brand identity can be allowed to evolve organically over time.
The fact that brands can evolve progressively means they need to be properly managed and carefully planned, so that the brand story is told in an evolving way. A brand’s identity should be developed with a fostered sense of continuity, and not merely altered with each new brand manager who comes onto the brand.
Brands have the potential to convey powerful stories and inspire emotion among consumers, but this potent effect can be undermined by unnecessary and unplanned change.
Chairman and creative partner