Evolve or fade: Why reinventing your brand is non-negotiable
As consumer expectations shift and competition intensifies, standing still is no longer an option for brands. Michael Abdel, founder and CEO of The Sphere Agency and Hummington, argues that reinvention isn’t just a strategy for success – it’s essential for survival.
Drawing from over 25 years of industry experience, Michael shares insights on the importance of brand evolution in today’s rapidly changing market, emphasising that brands must look beyond superficial updates and commit to meaningful transformation if they want to lead rather than follow.
When I started Sphere in 1998, the marketing world was a different place. There was no internet, no social media, and no way of knowing how much the landscape would change over the next few decades.
Since then, I’ve had to reinvent Sphere three times. Each time, it was about more than just a fresh coat of paint; it was a full transformation to stay relevant and lead, not follow. If there’s one thing I’ve learned in 25 years, it’s this: reinventing your brand isn’t optional; it’s survival.
The danger of standing still
The biggest mistake a brand can make is getting too comfortable. When a company starts to rely on yesterday’s wins, it’s already falling behind. Markets change, people change, and technology is always evolving.
A brand that doesn’t move with the times will quickly find itself irrelevant. Too often, brands think, “If it’s not broken, why fix it?” But I can tell you from experience – if you’re not actively evolving, you’re already on your way out.
