Unless you’ve been in a cave for the past month, you’ll have heard; Peter Capaldi has landed many actors’ dream job as the lead in Doctor Who. The regeneration game is soon to begin, which prompts the question: why aren’t more brands playing along?
By “brand regeneration”, we’re referring to a company’s ability to survive and prosper following a change in its public face. Could Microsoft “regenerate” if Bill Gates left tomorrow? Would Virgin – despite its dearth of flaws – be seen as the reliable choice without Richard Branson’s iconic and trustworthy face? And if not, how can they prepare themselves?
Take Apple, for example. Steve Jobs was the maverick leader during their late-naughties boom. He became the face of innovative technology. When sensible Tim Cook took up the reins – and Apple didn’t regenerate with him – a misfit scenario was created, whereby frictions existed between the brand’s desired identity, and the image of its new spearhead.
With an adventurous brand now missing an adventurous leader, Apple’s reputation is becoming increasingly indulgent, rather than inspirational.
Regeneration isn’t to be confused with an image overhaul – logos and visuals will probably withstand new leadership – but with a new public face may come a new perspective or focus for the company. In the same way that Doctor Who adapts with every regeneration, a brand can use a change in leader to evolve new aspects of its identity around a recognizable locus.
We’re not suggesting that every big brand has to go out and change their leader. Our argument is that, within their contingency planning, they should prepare a brand regeneration for (if and) when their public face changes…
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