“I can’t change the direction of the wind, but I can adjust my sails to always reach my destination.” – Jimmy Dean (Actor)
With the New Year coming quickly, we’ll be facing a lot of changes. Change is inevitable. We change our diets, change our style, change living arrangements but we also change our business’ branding and direction. Changes happen for a multitude of reasons – ranging from new developments within an industry to the change of clients’ wants. With these factors, we also must change and adapt to reach our destination.
Even though change always happens, and can occur in many different ways, it can be a scary challenge to face, as there can be a lot of work and unknowns. Luckily, there are already several industry leaders that have faced these challenges and from which we can all learn. Here’s a breakdown that focuses on specific companies and the evolution of their branding. You’ll be able to learn what changes they went through and why they implemented the modifications they did!
AOL was originally founded in 1983 as Control Video Corporation. In October 1991, they changed to America Online. Finally in April 2006, they officially adopted AOL exclusively. View more about the company.
When Apple was first founded in 1975, it went by Apple Computer. With the evolution and growth in technology, Steve Jobs dropped "Computer" from the business name in 2007 to better reflect their shift into other consumer electronics. This makes complete sense when we look at the subsequent products: iPod, Apple TV and iPhone! View more about the company.
For more than a decade, Evin Charles Anderson has explored the intersection of performance, production and promotion. As the CEO and Creative Partner of Waverley Knobs, featured in Lifehack and CEO Blog Nation, he helps clients shape, shoot and share unique and engaging brand stories that inspire action, innovation and change. Evin’s independent, Hollywood and commercial film experience and marketing expertise means he not only knows how to visually tell a story for his clients, he knows how to position that story for real-world impact and business results.
In addition to running Waverley Knobs, Evin is a professional actor and director, as well as co-creator of the podcast Branch Out: THE Marketing and Digital Media Podcast. He also teaches acting, directing and marketing classes for the City of Cambridge in Massachusetts. Evin’s film Paperthin has been featured at The Magwill Film Festival in California, and Waverley Knobs’ short film, The Heist, has been featured in Examiner and MobileMovieMaker.