What a smart thing to do for a brand to do: take a step forward.

In 2010, the world witnessed the Gap-tastrophe that was the new Gap logo and “brand.” Shortly after that unfolded, we witnessed the Starbucks micro-refresh which was discussed ad nauseam because of its unfortunate timing on the coattails of the Gap disaster.

Gap logo -- attempted refresh (image via NY Magazine)

At what point does brand equity turn into a detriment? If your logo looks like it fell out of 1982, what does that say about your company? Do you wear the same clothes you wore ten years ago? Are the walls of your house the same color they were in 2001? You’re probably not even living in the same house. There’s no denying things and people change—sooner than we probably like. Still, I find it interesting that many companies are resistant to evolution.

I’m afraid they confuse internal equity and external loyalty, hanging on to an identity or mindset they like and feel invested in rather than one that could give their brand a lift with the people at the heart of the matter: their customers.

When a brand establishes rock-solid principles reflected in their actions, that’s equity that should be off limits. A company’s basic platform should deliver far more mileage than the mark that identifies their business. After all, that’s what the company is built upon.