Why do so many brands change their logos and look like everyone else?

Re:Why do so many brands change their logos and look like ev... by sfifs on Saturday July 09, 2022 @09:44PM (#32041120)

This is the right answer. Empirically, continuity of brand assets actually drives higher brand recognition and awareness/shoppability advantage over time, particularly for consumer goods. Look through the disastrous Tropicana branding change example for how wrong can changing familiar assets go.

However, the marketing teams get bored of their branding and ads way way before consumers do - after all each consumer see a big brand in a branding context maybe half a dozen to a dozen times a month for a few seconds at a time in advertising or stores. The marketing teams see it every day every hour :-)

So they naturally desire for change - exacerbated by the fact that the "experts" in marketing agencies or relevant in house functions have no incentive to tell them different as they make money off of the change :-)

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Re:Why do so many brands change their logos and look like ev... by javajosh on Saturday July 09, 2022 @10:18PM (#32041253)

>However, the marketing teams get bored of their branding and ads way way before consumers do

Maybe the marketing teams from 12 big non-competing companies can "rotate" and do the work for a new company every month, coming back "home" once a year. Keep the eyes fresh.

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Re:Why do so many brands change their logos and look like ev... by twoodfin on Saturday July 09, 2022 @11:37PM (#32041620)

This is probably a workable theory on why so many companies outsource the advertising / branding aspects of their marketing to specialized firms.

(You’re also basically describing the plot structure of Mad Men!)

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Re:Why do so many brands change their logos and look like ev... by nine_k on Saturday July 09, 2022 @10:21PM (#32041268)

At this forum some like to ironically refer to things like "frontend framework of the month", meaning novelty that brings no discernible benefits at best.

Apparently marketing may have it worse.

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Re:Why do so many brands change their logos and look like ev... by rexpop on Saturday July 09, 2022 @11:40PM (#32041636)

> suits are fumbling around looking for a new shiny project that'll give them a sense of "legacy" and their fingerpints all over

Why?

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Re:Why do so many brands change their logos and look like ev... by Jenk on Sunday July 10, 2022 @06:29AM (#32043431)

You aren't a disruptor if you don't disrupt. You can't claim to be a change maker if you don't make change. You aren't a challenger if you don't challenge.

Etc. Etc. etc.

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Re:Why do so many brands change their logos and look like ev... by defrost on Saturday July 09, 2022 @11:51PM (#32041683)

Fear of doing nothing and somebody noticing the nothing and then firing them.

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Re:Why do so many brands change their logos and look like ev... by pmontra on Sunday July 10, 2022 @01:02AM (#32042009)

And also they have to fill the cv with something. Somebody wrote about securing their legacy at a company. Stay two years at company X and doing only standard stuff is not a great way to get a better job somewhere else. Of course doing useless stuff should be even worse but it's hard to tell what's useful and what not.

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Re:Why do so many brands change their logos and look like ev... by chris_wot on Sunday July 10, 2022 @10:04AM (#32044879)

Sounds like a good way of filtering out executives. If they write that they changed branding, then dock them some points…

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Re:Why do so many brands change their logos and look like ev... by Scarblac on Sunday July 10, 2022 @02:18AM (#32042300)

It's what top managers do. New branding, merger or acquisitions, shiny new building, use the PR to move on to better job.

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