What other options did you consider before you chose us? Consider the brand name itself, it is literally called an old mobile. As we discussed in Chapter 1, your company brand is defined by how people perceive your company, not by what you say the brand is.
You need to put yourself in the mind or shoes of your personas so you can weigh decisions and strategies against their needs.
Keep your friends close — keep your competition closer.
Are you interested in comparing revenues? How do they feel about your company?
People were so familiar with Coke that they were no longer noticing it, and the design leadership that the brand had shown in the past was nowhere to be found.
As a point of contrast, consider the logo of one of the most talked-about tech companies right now: Snapchat.In addition, the association that dad is not exciting was extremely strong. But simplicity alone is not the answer. Different slogans can also be used. Most changes were just barely noticeable implemented very subtly, others were a little bit bigger like a butterfly effect, but all remained within the brand DNA. Or are they a stay-at-home parent? The Wendy character also changed into one that appears more modern and more expansive as lots of things are possible at Wendy's. When some folks shop for a new vehicle because they want to feel young, they will turn in their Lincoln and buy a Mustang.