Shake up your brand!

Strong and established brands often inspire creative people to play with them a bit. And every time that happens, there are influential people who jump the barricades. "Don't play with my brand. NEVER mess with the logo!" That thinking probably stems from times when advertising was largely built on the principles of repetition and painstaking consistency. I agree that brands can be religious, close to 'holy' stuff. I don't share the opinion that brand and its features should remain untouched at all times. If a brand represents something that's strong enough for us to play with, then it's probably about time that we did. A bit of change might just be the thing to revive, rejuvenate or refresh something that is about to be ignored for the fact that people are getting to familiar with it. When a brand is being taken for granted, it's time to shake things up. I applaud Mars for their guts to be playful with their logo. I can imagine the debates that the mere suggestion of changing the pack has raised in meeting rooms. Well done! You've just proven that Mars can do something many brands can only dream of. And I'll probably hand out the bars that I've bought as a present to people in need of some positive energy.