Evolving Brands
Being consistent doesn't always mean doing the same thing, but having a recognisable attitude and character.
My hypothesis: If we think and manage brands from the perspective of digital marketing, then it seems much smarter to give brands the space they need to continuously evolve.
This flexibility makes sense for the simple reason that every social media channel works completely different. TikTok has its own rules, as do Instagram, LinkedIn, Twitter/X or Pinterest. If a brand wants to perform across multiple channels, it must adapt to the dynamics, trends and rules of the respective platform.
Here, fashion brands such as Adidas are a good example. The core elements of the brand remain the same over the years, but are also very straightforward: a series of logos that have been created since 1971 (and have only been slightly modified over the years), as well as a basic font that is combined with a couple of distinctive fonts depending on the context. And, of course, the brand element of the three stripes.
This visual, mainly timeless basic structure forms the framework for a very flexible and dynamic communication that can constantly evolve.