Companies change brand assets without hard data
StatBrand & Creativity
The main reason companies change their brand properties is organisation change, at 55%. Only 24% change them on the basis of strategy using data, and 20% on strategy based on judgement. Roughly three quarters of asset churn has no data behind it.
Source
The WARC Guide to brand assets in a hybrid world (2022)
WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)
p. 12; the brandgym, David Taylor
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