Brands that don't adapt to changes face extinction, similar to species that fail to evolve in their environment.

In the wild, it's the adaptable, not the strong, that survive. And that applies to brands just as much as it does to species. That's why D&AD's decision to split branding into two categories this year - New Brand and Brand Identity Refresh - wasn't just a technicality.

It was a recognition of a fundamental truth: evolving a brand is a different beast from creating one from scratch. Creating is about birth, while evolving is about enduring and staying relevant.

As the Jury President for the Brand Identity Refresh category, I see the refresh process not as a superficial makeover, but as evolution in its purest form. The smartest brands don't chase trends; they adapt like ecosystems, organically and intentionally. They examine their genetic code, rediscover what makes them unique, and change thoughtfully in response to cultural, technological, and economic shifts (brands like Amazon and Adobe are prime examples).

The underlying idea here is biomimicry – the notion that brands, like living systems, must sense and adapt to changes in their environment. It's not about change for change's sake, but about revisiting the brand's origins to reinterpret its meaning in response to evolving cultural contexts. It's about updating the origin, not abandoning it – where true originality lies.

Survive or fade away

Mother Nature offers the perfect blueprint. She teaches us that evolution is strategic, rooted in purpose, and shaped over time through constant feedback loops. Brands that stay grounded in their roots while adapting to the changing world are the ones that outlast the competition.

A report by McKinsey backs this up. Companies that invest in brand evolution grow 20%-30% faster than those that don't, regardless of their size or industry. A refresh, if executed well, is more than a new logo or color palette. It's a universal tune-up, realigning the brand's essence with what the world needs now, not what it needed five years ago.

Every aspect gets touched: tone of voice, user experience, typography, social media presence, packaging, ad campaigns, and more. All working in harmony to tell a coherent and authentic story.

Taking evolution too far – or not far enough

Nature can sometimes miss the mark in evolution, and brands can too. Brands that swing too drastically away from their DNA risk losing loyal followers. Think of Tropicana's 2009 rebrand that ditched the iconic striped straw, resulting in consumer backlash and dropped sales. Or Gap's 2010 Helvetica experiment and abandonment of the blue square, or Twitter's metamorphosis into X – a move that left its iconic brand equity on the cutting room floor, though some of that may have been due to Elon Musk himself.

On the flip side, stagnation or ignoring consumer trends can be disastrous. Take Yahoo, once a major player in the online advertising market. Instead of focusing on search, the company decided to become a media giant, ignoring consumer trends and the need to improve the user experience. Would we be 'Yahooing' instead of 'Googling' if they had done things differently?

The Jaguar refresh wasn't perfect either, and look at the response! The refresh was ambitious, but it went too far the other way, alienating its core audience and losing its sense of self in the process.

The brands that get it right? They treat refreshes as deep rethinks, not surface updates. Dunkin' dropped 'Donuts' to reposition as a beverage-first brand while preserving its fun, nostalgic identity. GSK evolved its entire visual system to reflect a renewed focus on innovation. McDonald's leaned into retro aesthetics, not as gimmicks, but as signals of renewed relevance through familiarity.

The science of staying human

This isn't just theory; it's a business strategy. A study by Marq found that consistent branding can boost revenue by up to 23%. Nielsen reports that 60% of consumers prefer buying from familiar brands – but only if those brands keep up with consumer needs. Stackla's data shows that 86% of people value authenticity in the brands they support. A refresh, if done right, strengthens all three.

Most importantly, refreshed brands are better prepared to weather disruption. According to Deloitte, 75% of marketers agree that a brand's adaptability is crucial for long-term success. That's evolutionary thinking in action.

Approaching a refresh

Start with your DNA: What's your core identity? What emotional space do you own? Preserve that above all else.
Examine your environment: How are the customers, competitors, and culture evolving? Use this to identify market pressures.
Change thoughtfully: Change only what needs to change, and ensure all touchpoints evolve together.
Remain authentic: Align every update with your values. Don't pretend to be someone you're not.
Evolve continuously: Brand strategy shouldn't be a one-time fix – build adaptability into your brand strategy.

The best refreshes aren't revolutions; they're evolutions. They help brands feel more like themselves, not less. When done well, they don't just keep brands relevant; they keep them alive.

In nature, species that fail to evolve go extinct. The same goes for brands.

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On Adaptation and Survival

Successful brands stay relevant by adapting their products, messaging, and overall brand experience to align with evolving consumer preferences and cultural contexts. This frequently involves a combination of strategic cultural adaptation, localization, and brand management efforts.

Strategies for Staying Relevant

Cultural Adaptation and Localization: Brands adjust their offerings and communications to resonate with local cultures and maintain their core identity.
Building Local Teams and Partnerships: To effectively understand and integrate into new markets, brands invest in local teams and partnerships for invaluable insights.
Continuous Monitoring and Feedback: Brands continuously evaluate their adaptation efforts, gather customer feedback, and make necessary adjustments to ensure deep connections with consumers across diverse markets.
Embracing Diversity and Inclusivity: Diverse perspectives help brands adapt to different consumer segments and stay relevant.

Strategies for a Successful Brand Refresh

Conduct a Cultural Audit: Evaluate the brand's current perception in various markets, identify cultural sensitivities, and address gaps.
Develop Culturally Sensitive Branding: Update messaging, visuals, and positioning to better align with local values while maintaining the brand's global identity.
Adapt Products and Services: Modify tangible aspects (product features, packaging, ingredients) and intangible aspects (names, brand positioning) to suit individual markets.
Build or Strengthen Local Teams: Utilize local expertise for ongoing insights and operational support during the refresh process.
Implement Continuous Monitoring: After the refresh, track the brand’s performance and reception closely to refine the strategy as needed.
Manage Brand Assets Holistically: Treat the brand refresh as an integrated effort across all brand touchpoints for consistent, authentic brand experiences.

By combining cultural adaptation with strategic localization and continuous management, brands can successfully refresh their identity and maintain relevance in a dynamic global landscape.

The Adobe brand stands as an exemplar of organic adaptation and staying relevant in the ever-changing business landscape.
Successful brand refreshes, like Adobe's, are not superficial makeovers but strategic evolution based on cultural, technological, and economic shifts.
A refresh touches every aspect of the brand, including tone of voice, user experience, typography, social media presence, packaging, ad campaigns, and more, working in harmony to tell a coherent and authentic story.
Brands that neglect to evolve risk becoming outdated or irrelevant, much like species that fail to adapt in the wild.
A comprehensive approach to brand evolution involves starting with the brand's DNA, examining the environment, changing thoughtfully, remaining authentic, and continuously evolving.
A brand refresh strengthens brand identity, boosting revenue by up to 23%, attracting consumers preferring familiar brands, and fostering authenticity valued by 86% of consumers.
Effective brand refreshes are not radical departures but thoughtful evolutions that help brands feel more like themselves, not less.
In the sphere of 3D packaging design, staying attuned to cultural sensitivities and consumer preferences is crucial for creative branding and business success.
Following the principles of biomimicry, brands can adapt like ecosystems, ensuring their branding, design, UX, art, typography, and UI remain adaptable and firmly rooted in their unique identity to effortlessly navigate the complexities of finance and business, shifting with the tides of the market to sustain longevity and growth.