Brand is an appreciating asset
Corporate identity is a complex and time-consuming business. It’s therefore important that it should last a long time.
However, from time to time, because of radical change in corporate direction, a takeover or a merger, its life may come to an abrupt end.
It’s also true that in some businesses, fashion dictates that a corporate identity programme will have a relatively short life cycle.
Normally though it’s possible to create a corporate identity programme which can work 24 hours a day, 365 days a year for year after year and appreciate in value as it does so.
Corporate identity is an appreciating asset. This is why it is worth taking the time and trouble to get it right in the first place.