We humans evolve and stay relevant to the popular culture that surrounds us.
We do this continuously without conscious thought and its only when we look back at photos from a decade or two ago that we can pinpoint the fashion changes alone! You can’t see the wood for the trees when you are knee deep in the daily trenches of life.
So why do we see far too little in the way of brand evolutions to stay relevant to the times in which they live!?
The best brands in the world relentlessly evolve around us, often without our ever knowingly feeling the change.
The Coca-Cola Company is one of the very best at this art and we’ve just this last week seen the launch of their new ‘It’s Magic When the World Comes Together’ Paris 2024 Olympics campaign and their further evolution of the “Hug” logotype, the one that lifts the curved Coca-Cola trademark from the bottle.
The “Hug” logotype is now used to curve around human beings coming together from all different nationalities to embrace our differences. A smart evolution and the next layer beyond the logotype shift itself.
The “Hug” logotype hit the world in 2021, now its next integration with humans embracing each other in 2024. These seemingly minor evolutionary changes, when made consistently, have a significant impact on Coca-Cola's audience, keeping the brand relevant and deeply ingrained in the popular culture that surrounds the brand.
That is the magic of the Coca-Cola brand - Relentless brand evolution.
What brand do you feel needs to reinvent itself?
What are your favourite relentless brand evolutions?
Can heritage brands sit still and thrive off their reputation, or must they evolve to survive?
As ever, please feel free to contact me with your thoughts on LinkedIn or via Email.