Brand Narrative · Evolution · Component
The continuity cost
What a change would spend in recognition, and what built it — because abandoning narrative equity is usually more expensive than the change it accompanies.
The deliverable
What it is
A narrative built over ten years is an asset with no line in the accounts and a real replacement cost. Changing it spends that, and the spending is invisible.
Estimating the cost is what converts a rebrand from an enthusiasm into a decision.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The accumulated
What has been built up in the current narrative.
3 attributes: Built over · Market familiarity · Replacement cost
LearnThe direct cost
What changing it would cost to execute.
3 attributes: Direct cost · Internal effort · Surfaces affected
LearnThe overlap period
How long both stories would be in the market.
3 attributes: Expected overlap · Where the old persists · Bridging approach
Learn
The overlap is not a transition phase. Old coverage and long-standing customers hold the previous story for years.
The other components in evolution
The fixed parts
What will not change, decided before there is pressure to change it — because under pressure nothing turns out to be fixed.
LearnThe change record
How the narrative has evolved, and what prompted each change — because someone will ask why the story is different now.
Learn