There is nothing a creative person likes more than to create a brand. And that is great when there’s a new brand to be built. But when the brand becomes familiar and established, it can be financial suicide to take it apart. Here’s why boring brands are more valuable:
1. You remember their name.
2. Knowing the name makes them sound legitimate.
3. Familiarity generates loyalty by default.
4. Consistency simplifies choice.
5. Fewer choices reduce stress.
Google, Samsung, Apple, and Amazon don't try to reinvent themselves every six months. They simply focus on doing what they do: serve the customer, to make more money -- which is in the end the object of business and what every marketer should be focused on as well.