Every brand contact contributes to higher salience: refresh, strengthen or expand memory structures. Consistent branding across all platforms is essential; failing here means you will miss out on big revenues.
Of course time is of the essence. An inspirational example is the evolution of the shape of the Coca Cola bottle from 1899 to 1900, 1915, 1916, 1957 and 1986. Hardly any change in this distinctive brand asset!
A historic disaster happened with the Tropicana rebranding in 2009 which caused a revenue loss of tens of millions of dollars in the first two months of that year.
Please here out Peter Arnell’s psychobabble in his press conference coping with his big mistake not much later that year: