Posted AT 9:07 AM EST on 23/06/08
How enduring brands survive
Want more than 15 minutes of fame? Think brand longevity.As the pace of change accelerates, companies can face an agonizing dilemma: Should they stick to their existing brand image and risk looking dated and stodgy - or make changes and risk losing that special something that made them successful in the first place? The fact is, you have to keep up with the world around you while you keep your brand promise intact if you want consumers' love affair with your brand to survive.
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