How often do you reincarnate your brand?

"Building brands used to be about creating messages that would endure for decades. Those days are over. Shorter product life cycles, a dynamic media landscape, and restless consumers mean that brands can become irrelevant within a few years, or even within a few months. Companies have to keep reinventing and revitalizing the messages behind their brands — not killing them but reincarnating them."—- John Kramer, cofounder & creative director KesselsKramer.

thro’ fastcompany

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