Brand Codes Are Memory Tools
Evaluate brand assets as retrieval devices rather than decorative preferences.
Principle: Distinctive assets make recognition cheaper for the customer. The move Separate novelty from recognizability. Keep the cues that already carry the brand, and change the execution around them when freshness is needed. Why it works Memory builds through repeated pairing. If a cue has become strongly linked to the brand, removing it can lower recognition even when the new design looks better in isolation. Common trap Creative fatigue inside the company arrives much earlier than customer fatigue in the market. The team has seen the code hundreds of times; most buyers have not.
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