My friend Liz Doten tweeted this earlier today and it reminded me of just how often companies revert to 'refreshing' their brand image in hopes of reenergizing sales, clients or staff.

I find it hard to believe that these companies are convinced a logo revision is the silver bullet to flagging sales, a complacent corporate culture or a product that just isn't competitive enough.

The truth is that no logo or tagline by itself is able to prop up a brand that doesn't meet your customer's expectations. Whether it's personality, taste, price, color or fit, if your brand doesn't deliver, a new logo will not be able to close the gap for you.

If you've done your homework and your brand is authentic, genuine and meeting consumers demand at a price they're willing to pay, you may just have a chance at success regardless of how many times you
haven't changed your logo. Just ask Nike.