In today’s lightspeed digital world, brands are constantly seeking ways to stay relevant and appealing to consumers. Traditionally, many companies opted for incremental changes in their branding—small tweaks to logos, minor adjustments in messaging, or subtle shifts in color palettes. These changes were seen as a safe way to keep up with trends without alienating existing customers. However, as market landscapes rapidly evolve and change, this approach is increasingly proving to be less effective, both in terms of cost and impact. Instead, disruptive or significant changes are becoming key—almost necessary—to maintaining and growing a brand’s presence and relevance.
The Decline of Incrementalism
1. Changing Consumer Expectations
Today’s consumers are more connected and informed than ever before. They are exposed to a vast array of choices and are quick to move on if a brand doesn’t continually resonate with them. Incremental changes often go unnoticed or fail to create the necessary buzz to capture consumer attention. In a sea of content and advertising, small shifts don’t make a splash; they now barely cause a ripple.
2. The Cost of Incremental Changes
While incremental changes may seem cost-effective at first glance, they can lead to a growing drain on resources without delivering significant returns. Each minor update requires design work, marketing efforts, and often a re-education of the customer base. The return on investment for these changes can be minimal, making it a less efficient strategy over time.
3. The Need for Clear Differentiation
With countless brands competing for consumer attention, standing out has never been more crucial. Incremental changes, while typically driven and supported by internal stakeholders, often fail to be noticed by casual customers and/or create meaningful differentiation from competitors. On the other hand, bold, audacious changes can redefine a brand’s identity, making it memorable and distinctive in the minds of audiences and new prospects.
The Rise of Disruption
Disruption involves making significant, often radical changes in a brand’s identity, business model, or both. Here are some recent examples of well-known brands that have successfully applied disruption to their advantage:
1. Burger King
Burger King made a dramatic change to its brand identity in 2021 by unveiling a new logo, packaging, and restaurant design. The rebranding effort, which was the first major update in over 20 years, embraced a retro aesthetic inspired by the brand’s heritage. This move was designed to highlight Burger King’s focus on quality ingredients and re-introduce its image to a younger audience. The change has helped the brand stand out in the competitive fast-food market and rejuvenate its appeal.
2. Microsoft
Microsoft has undergone significant changes in recent years as well, moving away from its traditional focus on software products like Windows and Office. The company has rebranded itself as a cloud-first, AI-driven enterprise, with major investments in cloud services. This shift has not only transformed Microsoft’s business model but also its public perception, positioning the company as a leader in cutting-edge technology rather than just a legacy software provider.
3. LEGO
LEGO, the iconic toy company, has shifted its brand strategy to remain a prominent playing/learning component among young children. The company has expanded beyond physical bricks to include digital play experiences, educational products, and collaborations with popular franchises like Star Wars and Harry Potter. LEGO has also embraced sustainability, committing to producing all core products from sustainable materials by 2030. These bold moves have allowed LEGO to maintain its strong market presence and connect with a new generation of consumers.
4. Beyond Meat
Beyond Meat has become a major presence in the food industry by introducing plant-based meat alternatives that appeal to both vegetarians and meat-eaters. The company’s successful move into mainstream fast-food chains like McDonald’s and KFC has brought plant-based options to a wider audience, challenging traditional perceptions of plant-based diets. This shift has quickly attracted approval and business from consumers concerned about health, sustainability, and animal welfare.
Bigger Change Is Better
In an age where consumers are bombarded with choices and information, incremental changes in branding are falling short in keeping pace with ever-fluid perceptions and values. The cost of these small adjustments can add up, and the risk of failing to stand out grows. Brands that are willing to take bold steps—whether through radical rebranding, business model transformation, or significant product innovation—are better positioned to capture attention, separate themselves from competitors, and drive long-term success.