I’ve read recently (and occasionally hear it said) that brands need to be willing to change. Those brands that aren’t flexible, or resist change, will be swept away by newer, possibly more adaptable brands. This is a very attractive opinion for branding agencies in the Los Angeles area and all over.
The way a consumer reaches a buying decision is a very complex and the theories around this process have changed many times over the past few years. Small companies don’t pay too much attention to this particular subject, even though it is one of the key factors to running a successful business.