The Ship of Theseus: How do Practitioners Navigate between Brand Longevity and Brand Modernity?
authors
keywords
- Redesign
- Brand visual identity
- Mixed methods
- Brand longevity
- Brand modernity
document type
COMMabstract
Brands grow older and continuously need to adjust their positioning, with consequences on the way they look. Brand managers collaborate with designers and often expects them to show both the longevity and the modernity of the brand. While this paradoxical request is well-known of practitioners, there is little research about the way this redesign process happens. The present research is exploratory and focuses on the way designers and marketers practice the redesign of existing FMGC brands. Mixing experts interviews, content analysis, and a large survey of professionals, the research suggests the existence of 5 prototypical situations of redesign with their corresponding design practices. Suggestions for further extension of this on-going research are formulated for discussion.