Podcast Summary: Let's Talk Branding – Episode: Brand Evolution vs Revolution
Host: Stef Hamerlinck
Guest: Damian Borchuk, Managing Director for Koto (Asia Pacific)
Release Date: March 10, 2025
Episode Title: Brand Evolution vs Revolution
Introduction
In the episode titled "Brand Evolution vs Revolution," Stef Hamerlinck delves into the intricate debate surrounding brand updates with Damian Borchuk from Koto, a leading global branding and digital agency. The discussion centers on the strategic choices between evolving a brand incrementally or undertaking a complete revolutionary overhaul. Damian shares insightful examples from renowned brands like Walmart, Burger King, Bolt, Tropicana, and Jaguar, illustrating the nuanced decisions behind their branding approaches.
Understanding Brand Evolution and Revolution
Brand Evolution refers to making gradual, incremental changes to a brand to refine its current identity without altering its core essence. In contrast, Brand Revolution involves a comprehensive overhaul that significantly changes the brand's identity, messaging, and often its market positioning.
Notable Quote:
Damian Borchuk (02:24): "I tend to lean towards let's do more rather than less when we have the opportunity. So I tend to be more on the revolutionary side..."
Damian emphasizes the importance of making bold choices rather than conservative tweaks, highlighting that many brands pull their punches during rebranding, leading to underwhelming results.
Case Studies: Brand Refreshes and Rebrands
1. Walmart's Branding Update
Walmart's recent branding update sparked controversy due to its perceived minimal changes. The project reportedly cost $1.25 million, which some critics deemed insufficient for such a large-scale brand.
Key Insights:
- Scale Matters: For a brand as vast as Walmart, even minor alterations can have significant impacts.
- Strategic Choices: Walmart opted for a refresher rather than a radical change, aiming to solidify its existing brand rather than reinvent it.
- Brand vs. Branding: Damian differentiates between the brand (the perception) and branding (the activities). Walmart's strong brand allows for subtle branding changes without losing brand equity.
Notable Quote:
Damian Borchuk (10:33): "Branding is an input into your brand which is actually a consequence of all the things that you do."
2. Burger King's Heavy Evolution
Burger King underwent a substantial brand evolution that some argue borders on revolution. The update involved significant changes to the logo, color palette, typography, and overall brand system.
Key Insights:
- Systematic Approach: Beyond the logo, Burger King revamped its entire brand system, ensuring consistency across all touchpoints.
- Distinctiveness: The new design emphasized boldness and simplicity, making the brand more recognizable and modern.
- Long-Term Strategy: Damian praises Burger King's approach as mature and contemporary, enhancing the brand without losing its core identity.
Notable Quote:
Damian Borchuk (16:22): "It's a very contemporary approach... making it bang up to date in a very contemporary rebranding."
3. Bolt's Revolutionary Rebrand
Bolt, a payments platform, exemplifies a revolutionary rebrand executed on a modest budget. Koto aimed to highlight Bolt's value proposition of being "shockingly simple."
Key Insights:
- Bold Choices on a Budget: Despite limited resources, Bolt's rebrand achieved high impact through strategic design choices.
- Distinct Visual Identity: The shift from generic blue to a bold green, integrated with the lightning bolt symbol, strengthened Bolt's market position.
- Comprehensive Branding: Beyond visual elements, Bolt's rebrand included illustration styles and photography that reinforced brand confidence and simplicity.
Notable Quote:
Damian Borchuk (34:47): "Bolt is definitely showing now that they're, you know, they have their own place and their own position with a high degree of kind of confidence in how they want to present themselves."
4. Tropicana's Failed Rebrand
Tropicana serves as a cautionary tale in branding, where a drastic rebrand led to significant backlash.
Key Insights:
- Loss of Distinctiveness: In 2009, Tropicana's rebrand stripped away its recognizable elements, causing consumers to struggle in identifying the product on shelves.
- Category Context: Operating in a low-brand equity category like juice, Tropicana's rebrand wiped out any subtle brand recognition, leading to lost sales and consumer confusion.
- Delayed Evolution: The initial failure deterred Tropicana from further evolving its brand, leaving it vulnerable to market pressures and changing consumer tastes.
Notable Quote:
Damian Borchuk (40:13): "If things change too much, that three seconds that you usually give to find your brand, if it doesn't look like it's on the shelves anymore, you got to move on to your next option."
5. Jaguar's Bold Revolution
Jaguar's recent rebrand is labeled as a "revolution of revolutions," involving significant changes to its visual identity and messaging.
Key Insights:
- Comprehensive Overhaul: Jaguar altered virtually every aspect of its branding except the name, aiming to signal a significant business transformation.
- Mixed Reactions: While some praise the bold steps, others criticize the execution, arguing that the new branding lacks innovation and fails to embody the brand's promises.
- Long-Term Impact: Damian expresses skepticism about whether the rebrand aligns with Jaguar's business strategies and whether it will yield long-term success.
Notable Quote:
Damian Borchuk (50:42): "I don't think this is bold at all. I think there's nothing new in this for me... it's just a whole bunch of pretty mediocre tropes."
Strategic Insights on Brand Rebranding
Balancing Evolution and Revolution:
Brands must assess their current positioning, market dynamics, and internal objectives to determine whether an evolutionary or revolutionary approach suits their needs. Damian argues for a balanced perspective, recognizing that neither extreme is universally ideal.
Research and Data-Driven Decisions:
Effective rebranding relies on comprehensive research, including customer feedback and market analysis. Damian emphasizes the importance of understanding brand equity and leveraging data to inform strategic choices.
Long-Term Commitment:
Successful branding extends beyond the visual overhaul. It requires organizational alignment, consistent application across all touchpoints, and ongoing efforts to build and maintain brand value over time.
Notable Quote:
Damian Borchuk (22:42): "Branding is not lightweight, creative stuff. It is actually the hard stuff of business that supports, that actually builds the brand and builds the value."
Conclusion
The episode "Brand Evolution vs Revolution" offers a nuanced exploration of the complexities involved in rebranding. Through real-world examples and strategic insights, Damian Borchuk from Koto highlights the delicate balance between making bold changes and maintaining brand equity. The discussion underscores the importance of strategic planning, research, and long-term commitment in achieving successful brand transformations. Whether opting for an evolution or a revolution, brands must thoughtfully navigate their unique contexts to enhance their identity and market presence effectively.
Resources and Further Reading:
- Let's Talk Branding Website
- Koto Branding Agency: Koto Official Website (Note: Replace "#" with actual URL if available.)
Disclaimer: This summary is based on the transcript provided and is intended to encapsulate the key discussions and insights from the podcast episode. For full context and detailed explanations, please listen to the original episode.