Have you seen the A&E show ‘Hoarders’? It’s the captivating real life story of Hoarders and the events leading up to an intervention of sorts, that helps them clean their homes and resume a reasonably normal life. According to the show, ‘Compulsive hoarding is a mental disorder marked by an obsessive need to acquire and keep things, even if they are worthless, hazardous, or unsanitary.’ Now, I’m not talking about your garden variety messy home with a few odds and ends cluttering up an otherwise livable abode. The hoarders homes are unnavigable, stuffed to the hilt with rotting food, garbage, broken furniture, piles upon piles of clothing, you get the picture. It is compelling look at a very peculiar mental illness, in a ‘can’t-look-away-from-a-traffic-accident’ sort of way.

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.