I love Rankin Carroll’s take on the tension brand leaders face between honouring legacy and staying relevant.
How do you honour what’s made your brand iconic, while staying open enough to keep it relevant?
It’s tempting to lean on what’s always worked—especially with brands that have become cultural institutions. But, as Carroll puts it, confidence in your history can stifle curiosity—and it’s curiosity that keeps a brand relevant in today’s world.
1. Consistency builds recognition, trust, and long-term value.
2. But curiosity keeps your brand culturally sharp and creatively alive.
It’s a reminder to all brand stakeholders (regardless of brand size or stage) that you can’t afford to coast.
And we need to:
Maintain consistency in brand assets and storytelling
Stay curious—about consumers, culture, competition, and technology
Experiment—intentionally and with purpose
Adapt, without losing the core of who we are
