1. Attention Span
By default this has developed a certain degree of ADD in online users.
2. A Clear Differentiation
3. Appealing Against Pain Points
4. Balance of Stagnation and AdaptationIt is vital to understand one thing in this day and age – sitting on the bench too much will quickly get you kicked off the roster. Countless companies people have lived with for decades aren’t making the 21st century’s cut because it’s a different day and age, with a different generation, that operates on different norms and principles. They made the terminal mistake of thinking their product and brand was above adaptive laws.
Few practice all four themes as well as Coca-Cola. After changing the recipe in 1985, they recieved harsh backlash from their consumers. By reverting to the "old" recipe, they leveled out and maintained physical branding. They gained the most noteriety by crafting their message to appeal to the highest levels of societal solidarity, like family values and random acts of kindness. Nobody has successfully mimicked their product or branding and they’ve kept the messaging quick and simple.
Complacency in today's markets will get you knocked out of the game. But here’s the catch – you must be adaptive but remain consistent. This goes all the way down to your colors and the font of your styling. Changing things around will not solve your branding woes or reconfigure the company for sudden success. Doing this successfully requires an experienced understanding of brand-market balance.