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“Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works.” -Steve Jobs

It is not enough to create brands that look good. The real skill comes from making brands that are meaningful, relevant, evoke emotion and resonate with their intended market.

As times change, brands can become dated. Whether by technology, messaging or creative, brands must strive to evolve without alienating their core advocates. Brand evolution is a tricky proposition. Brand loyalists resist change. For example, remember the public outcry when Coke released “New Coke”? Public backlash—and dip in sales—resulted in Coke reverting back to their original formula just 3 months after it’s release!

As illustrated with The Landings and The Grove, successful brand evolution begins with a thorough understanding of the psychographic characteristics of their target market. By understanding the respective target market’s attitudes, interests, opinions and values, we were able to evolve each brand that was not only was embraced by their existing client base, but one that enabled both The Grove and The Landings to appeal to a broader market base, resulting in gaining larger market share within their competitive landscape.

So, in the words of the much revered Steve Jobs, “dig deeper”. It is not enough to look good, it’s gotta work!


Author: Amy Tharrington – Principal/ C0-Founder (More about Amy HERE)