Sometimes we look upon a brand refresh or a re-design as a great hassle of a project, and one that will undoubtedly be an expensive and painful process.
Also companies are protective of their brands, and rightly place a great deal of value in what that brand may have achieved to date. Therefore changing it might be risky?
What about the risk that your brand identity isn't very good, but you think it is?
Did you ever ask you customers what they think of your companies personality?
Preconceived ideas about how others feel about us is perfectly natural, but it is also natural to not want to know others opinions. This above image is an alternative poster is for all time great movie 'Jaws'. One of the most iconic original movie posters with the great beast surging upwards towards its helpless target. How interesting to see the movie from a different perspective.
How interesting to let others see a different side of your brand as well.
Credit to Nicolas Delort for a v v cool poster