Brands, like people, can change but not easily or quickly. Some brands that we think have changed their persona:
Christina Aquilera – From slut to glamour vocalist
Bill Gates – From evil boy wonder to global philanthropist.
Old Spice – From bad cologne for grandpa to products for young guys who don’t take their mainlines too seriously.
Tiger Woods – From super-focused golf superhero to shady rich guy who has done off the rails.
These transformations aren’t easy. They take either a dramatic statement of evidence, time or both. Here’s an absolutely brilliant example of how some brands can’t change.