Metamorphosis

In recent times, whether by things I’ve read, conversations I have had or ideas that I actually have, the theme of identity and image come back again and again.

As I said a while ago in a “post”, it is difficult to explain my thoughts structure and how I came to this analogy that I’ll write below …

Let’s talk about branding and let’s do it seriously!

Metamorphosis

Some companies are tempted to renew their image and they beging this way… Because it is outdated, it’s ugly, it’s boring, they have money, in times of crisis it distinguishes themselves … because it is “cool, you know?”

This effort is usually based on and limited to design of its brand and commonly advertised with messages like “we have a new logo” … this could be simply considered as a metamorphosis of a worm to a butterfly.

Evolution

Other companies however recognize that something is changing and that change gives a new intention to its value proposition or extends its scope of business or improves what they are doing now.

Evolution means that the changes, in what the company is, are slow… It is the evolution of identity and in many cases need to be translated into a change of image … It is proven, honest and real, what they are is different from what they were, and then they show it.

Without going into the religious aspects of the theory of evolution, they are moving from monkeys to humans, discovering that they can join the thumb with the little finger of their hands and walk on two legs.

Disruption

A few companies see that it is time to make the jump, to live and to make live a new experience, something truly, unique and different from what is already known.

There is no evolution, there is a cut and something new, but some issues remain because in the end, individuals who interact in this system are the same, their DNA remains… They maintain their call to action idea defined at the highest level …

It is the disruption of identity, a sex change without notice … It’s also identity before image, but with a stronger need of working on a new image that tells what has happened …

Few companies do it, few dare to do so … Perhaps those in which the property is still present…

In sinthesys … If you think that in your case, the metamorphosis is enough, please consider your point of departure, and point out that the butterfly, despite its beauty, remains an insect!