69. Change Strategy

Brand identities reflect and evolve with customer needs. Foundational brand attributes form the character of an organization. These do not change; a sense of reliability and continuity depend on that.
The evolution of a brand identity is usually the translation of baseline attributes for current conditions. Change is inevitable, but the rate of change for a brand needs to be a strategic choice.

Contributors

Courtesy: Kimberly-Clark Worldwide, Inc.
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