SOURCE: Beholder Productions, Inc.

Beholder - A Branding Agency

March 30, 2015 16:41 ET

Why Branding Strategies Must Consistently Evolve

PHILADELPHIA, PA--(Marketwired - March 30, 2015) - Versatility is a key factor in building successful branding strategies. The main reason your business needs a brand that can adapt is because your target audience evolves over time. If you agree with this statement, then you'll understand why your branding strategy needs to incorporate an evolving brand.

What happens to companies that keep their brand static? Well, an unfortunate example is Kodak. Not everyone knows this, but Kodak actually invented the digital camera in 1975. Instead of marketing their new invention, however, Kodak decided to stay with film -- its bread and butter. 

And how did Kodak's double down investment on film play out? Not well. In 2012, Kodak filed for bankruptcy. The irony was that Kodak was driven out of business by competitors capitalizing on digital cameras and when it tried to gain market share, it was already too late. 

Successful businesses know their brand can't always stay the same. According to a recent Forbes articleI Can't Believe It's Not Butter is a great example of a dynamic brand strategy.

"Sometimes you don't have to be in business for a century to know it's time to change. The decades-old I Can't Believe It's Not Butter product was recently updated to reflect modern consumers' preferences for healthier, non-GMO ingredients. The name of the product remains, but the ingredients and production process have changed drastically -- even the tag lines seem lighter and healthier."

As consumers became more conscious of their health, the company decided to change its brand strategy to market its product's nutritional facts. And due to the new demand for organic foods, the company began to promote its non-GMO ingredients. This strategy worked flawlessly because the company decided to update their brand to to relate to their target market. 

I Can't Believe It's Not Butter understood that their target market had evolved. They weren't interested in funny commercials anymore, they recognized that their audience were less interested in just being entertained and more interested in knowing if the product was healthy. 

If your brand is no longer effective, it may be because your target audience has evolved. If so, then it's time to plan a new branding strategy that's current and relevant. 

As a branding agency, Beholder connects brands with consumers through integrated solutions and evolving branding strategies. Contact Beholder today to discuss your branding strategies needs.

Beholder is a branding agency based in the Mid-Atlantic region. As a strategic brand partner, Beholder serves as a full service brand strategy, integrated marketing, communications, video and film production, content marketing, digital marketing, public relations (PR), web design, social media marketing, and graphic design agency... all under one roof.

Beholder Connects Brands with Consumers using Integrated Solutions that Gets Results.

Visit or call 844-BEHOLD-R today.

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  • Contact:  
    Emilia Andrews