Staying on top means never standing still

Sustained business success is a difficult craft, as many prominent companies have faced significant challenges. To understand how legacy brands transform, CMOs from multi-generational brands were interviewed. The first key principle is to sharpen the brand by eliminating what no longer serves its core purpose. Brands should aim to reappraise their enduring truths through contemporary expression rather than risky reinvention. History offers a strategic advantage, providing a map to the future by revisiting past successes. Transformation is an inside job, requiring organizational change and internal alignment, not just external advertising shifts. Customer voices provide courage and momentum during transformation, guiding decisions and inspiring confidence. Soft power, coalition building, and earning trust are crucial for leading change within large organizations. Successful brands are not static; they require constant updating and momentum building. Transformation is an ongoing process, like tending a campfire, rather than a singular event. This continuous effort ensures brands remain relevant and stay on top.