I think the success of any brand reboot is to acknowledge the heritage but to embrace and interpret it in a way that makes it relevant and wearable to the modern consumer.
Sentiment: POSITIVE
There are brands out there in the world that have an incredible influence on the culture. Numerous ones are badly done.
I think any message behind a lifestyle brand should embrace everyone.
It's very important for a brand to have an identity through the years, but it's very important as well to evolve because times change so fast.
Just as established products and brands need updating to stay alive and vibrant, you periodically need to refresh or reinvent yourself.
I don't think of myself as a brand. Branding to me feels like a position or identity that's frozen in time. I'm more interested in transitions.
Just as you can identify eras of fashion by glancing at a piece of vintage clothing, logos create and follow trends over time.
It is easily overlooked that what is now called vintage was once brand new.
Over the last 15 years we've developed our brand into a global brand and we wanted our giving to follow suit.
You have to stay true to your heritage; that's what your brand is about.
Your brand is your public identity, what you're trusted for. And for your brand to endure, it has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or disappear.
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