The audience remembers the old you.

Would you rather pitch your ex or a boss who didn’t fight for you?

I'm not trying to stir the pot. (Yes, I am 😈)

But did the thought make you queasy? It should. Because both of them already have a story about you that they've experienced. Some parts are true, other parts are utterly false. And you saying otherwise doesn't change that story.

Brands have the saaame problem when they're trying to evolve, but the story people have of them is stuck in previous experiences. And unlike your bummy ex and lame old boss, you can't use the "LOOK AT HOW WELL I'M LIVING WITHOUT YOU" strategy.

Those first impressions and lived experience run deep. For example when Tiffany pivoted to "Not your mother's Tiffany", but its appeal and brand equity was heavily rooted in legacy. Or Demna's Gucci...you know what? That's another post.

When brands want their narrative to evolve or just be refreshed, the story must feel credible. Aspiration and trendy vibes won't get you there. I believe it starts with where the audience is now: What do they think about you? How has this refresh of your brand met them where they are now...or where they want to be?

You can't come out the gate with new paint and flashy partnerships without making people believe your story matters at this moment. (Yeah, go ahead and put that partnership deal on pause for a second, love).

A brand's new narrative still has to face the old one.