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Enduring Brands: Avoiding the Brand Obsolescence Trap
date:Aug 06, 2014
ve been through so many evolutions - or even complete overhauls - that the packaging it wore at the start of this century is almost unrecognisable from that it currently uses just 15 years later.

The most obvious objection to this is the cost involved. What is the return on investment on packaging design that lasts and succeeds for 15 years? Yet there are other reasons to try to achieve an enduring brand.

Tinkering disasters

Consider some famous examples. The most notorious is of course Coca

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