Two decades ago, Yellowstone National Park was suffering. It was the victim of defoliation, erosion, and an unbalanced ecosystem. But in 1995, everything changed. That was the year wolves were reintroduced to the park.
Prior to the return of wolves, deer, elk, and bison populations had increased substantially, resulting in overgrazing, particularly of willows and other vegetation important to soil and riverbank structure. This left the landscape vulnerable to erosion. Without wolves, the entire ecosystem of the park suffered.
When wolves were brought back to the park, they changed their prey’s behavior patterns. The herbivores started to avoid areas like valleys and gorges where they could be easily hunted by predators. And those areas began to regenerate. Species such as birds, beavers, mice, and bears returned. Plant life once again thrived along the riverbanks and erosion decreased significantly. Perhaps most remarkable, the stabilization of the riverbanks actually made the rivers and streams change course. The entire landscape of the park transformed.
Brands aren’t that dissimilar. They exist as part of a broader ecosystem and when they are removed, that ecosystem changes. Now, to be fair, “ecosystem” is admittedly an industry buzz word that’s been around for years, including the branding world. Most focus on the integration of social media, digital marketing, and consumer data. And they usually employ traditional means of brand communication. Every brand is part of a larger, interconnected cultural system. Not just the culture of the people inside the company, but its partners, customers, non-customers, and even competitors. It has history, mythology, functions, and forms. Every action results in a reaction.
So, when a brand is reintroduced or reinvented, it does so in the context of a deeply interconnected set of variables. When ta brand is reintroduced or reinvented, it change the system. The burden of a brand revivalist, then, is to rewrite and reshape not only the brand itself, but the ecosystem in which it operates. No matter what the reason is for your brand relaunch, this means it needs to be specific and backed up by a concrete plan. The first step in the process is understanding where it fits in the ecosystem, what role it plays, and then deciding which aspects of the brand need to be retooled. This, of course, requires a thorough evaluation of the core brand identity across all of its various components.
The second and perhaps more important step is to fully understand how the brand shapes the broader cultural patterns that impact its consumers/customer/users. Most situations involving a brand relaunch are going to be long-term affairs, and the planning stages need to be informed not only so the reintroduction itself will have maximum impact, but also so that it positively effects the system of which it is part, both sort and long-term.