No doubt about it change is hard. Humans resist change until they absolutely have to. Like a bad habit, you won’t kick it until it threatens your very existence. So it is with changing a brand’s perception in the minds of customers.
Once a customer’s mind is made up about a brand it’s next to impossible to change it. Marketers embarking on the journey of brand transformation must recognize it's an inside-out process not for the faint of heart.
Brands become what they have proven themselves to be. Mental perceptions are hardened by experience. People can’t form new perceptions without a new experience. Like the chicken or the egg, what comes first?