we ask marketers. Which brands are too good to rebrand?

Still, some old favorites are sure to be refreshing. However, some have a timeless feel and feel fans shouldn't mess with it. We asked members of the Drum Network to tell us which brands they hope will stick around forever. Now, give me the Opal Fruit. Let's start.

Francois Bochoff, Media Bounty: LEGO Creative Director

“Brand Loyalty: Anyone who is remotely involved in marketing should encourage it, nurture it, and (God forbid) revive it when it is about to disappear. brand. Love It's a very strong and personal, deep emotional connection that can only be described as love. That brings me to Lego, perhaps her most beloved toy of the 20th century. Amidst a bit of rebranding turmoil, Lego is thankfully doing very well. A lot of these brand changes irritate me, but the thought of waking up in the morning and seeing a completely new Lego logo hurts me on a very personal and very human level. So, if someone is arguing vehemently about how to repackage you as more “dynamic,” “energizing,” “vibrant,” or… “youthful,” Lego To. stop it. We like you just the way you are. ”

Alice Thompson, Creative Strategy Lead, The Fifth: Chanel

“As a kid, I was personally upset that Opal Fruit was rebranded to Starburst. How could they change something that was so solid in my life? I've been refraining from any rants against a select few brands lately. Top of my list: Chanel. did There's no need to change the logo, considering it hasn't changed since 1925, but I've been thinking about why it personally hurts me and why I'm emotionally connected to the two interlocking C's. My aunt wears Chanel perfume, so I also wear Chanel perfume. I inherited it from her so she feels like an heirloom. For me, it's a taste of luxury in a brand that's almost out of reach, but even though fashion has changed over the decades, I still wear it to the generations of women before me. I feel like I'm a part of it. ”

Amy Gilfeather, Design Work, Strategist: NHS

“It's going to be a dark day if some misguided self-styled reformer sees fit to rebrand the NHS. Reassuringly durable. A big blue beacon that speaks of the unity of the system. The service itself is on the brink of collapse. Despite the push, the brand continues to represent a long history of care: not soft, squishy care, but universal, comfortable and functional care. -no-marth-what” official brand. Not too long ago, we applauded this service from our front doors, with its brand proudly displayed on windows, storefronts and badges. This was also a symbol to the world that we are here for each other. A brand has the power to express its history and set the tone for its future. ”

Nadine Smith, Paid Social Strategist, Rawnet: TFL

“A brand that many of us see every day but often go unrecognized is Transport for London. The iconic bar and circle icon (also named the Roundel) was founded in 1908. It was first introduced and, unlike most brands, has remained largely unchanged throughout its life. From the daily commuter to the first-time visitor, it's instantly recognizable. This recognizable building has become a proud symbol of British culture. Changing it is more than just changing the logo; it is an important part of our history and our collective identity. In a world that is quick to follow the latest trends, maintaining the classic look of the London Underground is a tribute to the enduring power of thoughtful design. , which not only anchors us in the past, but also introduces millions of people into the complexities of modern London.”

Liam Edwards, AgencyUK Senior Designer: Tannock Caramel Wafers

“In a cozy corner of my grandparents’ cupboard, there was always a treat lined up to tempt young fingers: a box of Tunnock’s Caramel Wafer Bars, their iconic red The gold packaging stood out like a comforting light, promising a moment of pure joy. I was often lured by the promise of that familiar box to sneak into my cupboard. It wasn't just the taste. It was about the warmth of shared moments, the stories shared over a cup of tea and a caramel wafer, and the timeless packaging is so photo-shopped. It's in its authenticity, without product cameos or exaggerated (and disingenuous) claims of benefits. It's a testament to tradition and the enduring appeal of life's small pleasures in a world of frenzied consumerism. , an old treasure that remains faithful to morality is worthy of praise.”

Claire Ellsworth, Strategy Director, Impressions: Marmite

“Marmite is the perfect brand. Yes, 30 years ago it arrived at an outstanding aural hook that is still recognizable today. Yes, 30 years of campaign ideas have built on the unmistakable truth that has become its brand identity. But the real reason it's perfect is because the brand identity is so relevant and allows for activation that goes far beyond funny advertising. It gives us space for fun disagreements like this. Several People hated sponsoring Christmas lights. “Christmas has nothing to do with it!” they cried. Others loved it for that very reason. This is just one example in a rich history of illustrious brand marketing efforts over the years. You definitely don't need to mess with Marmite (unless by “messing” you mean putting a bit of crunchy peanut butter on top of your toast).

Dan Roberts, Creative Director, The Romans: Cadbury, Marmite, HP Sauce

“In a rapidly changing world, we understand the appeal of refreshment. But some brands are cornerstones of culture. Cadbury. Marmite. HP Sauce. These are things that are embedded in our identity. Tampering with these icons is like tampering with cherished family recipes that have been passed down through generations. There's value in staying true to a brand's roots. Instead of following trends, you need to embrace what's been loved for years. Sometimes the best way forward is to look back.”

Paul Taylor, BrandOpus CEO: Most legacy brands except Bass.

“If you had asked me a few weeks ago, I would have said Tate & Lyle's Golden Syrup. Too late! We tend to advise brands against rebranding, but that doesn't mean they shouldn't refresh their heritage. Still, I enjoy the challenge of reinvigorating a brand like Bass, the world's first trademarked logo, to make it relevant. It feels like a fitting job for a once-great brand that has been forgotten over time.”

Ian Flynn, RocketMill: Executive Creative Director, Virgin Atlantic

“My father was an aeronautical engineer, so I spent a lot of time flying Virgin Atlantic as a nipper, and Virgin Atlantic was the first brand I fell in love with. Its red and purple colors. , its dodgy tone, obsession with brand experiences, and (90s) inclusive thinking are my family's holiday decorations, and they're two fingers above Sir Richard's for the archaic corporate inertia that exists. There has been some cosmetic cleanup and new brand ideas to stick around since then, but the essence of what Virgin Atlantic stands for is very much in the category. It's lively. May it continue for a long time.”

Alistair Robertson, Creative Partner, Nucco: General Electric

“B2B isn't necessarily the first place people look to find a traditional brand. But the one that immediately comes to mind is General Electric (GE). Look at that logo. It's a work of art. GE has recently split into three separate companies, so I don't think it would ever be approved in the current environment where design has been refined to the point of mediocrity. It's not impossible to imagine moving away, but having worked in this business, I can see how each organization's “dynamic new sense of purpose” requires a fresh branding approach. If you read the design article right away, you'll be (unsurprisingly) disappointed…this has parking lot appeal. ”

Wes Morton, CEO and Founder, Creative Strategies: Coca-Cola or Dr. Pepper

“Every brand seems to be embracing modernism: simple designs, serif fonts, black and white. The brands that are doing it right are either simplifying while maintaining their original identity (Dunkin') or embracing futurism. Reinventing with a bolder, fresher aesthetic that differentiates while embracing (KIA) Too many other companies model themselves on the bland, lifeless technology logo and embrace sameness. We're modernizing to the sea. We don't want to see Dr. Pepper or Coke lose the iconic cursive that makes their brands so memorable.”

Anka Rhone, Group Strategy Director, Mx Group: John Deere

“In the B2B world, there is a bit of a hit and miss when it comes to brands. Sometimes brand management means building a brand, but other times it means protecting the brand and its long-standing assets. Consistent One brand I have long admired for their branding is John Deere, whose iconic green and yellow “Leaping Deer” logo, which dates back to 1873, is a timeless symbol of American ingenuity and craftsmanship. Instantly recognizable across generations. Although the logo has evolved slightly over the years, its core visual elements have remained the same. “John Deere Green,” as the country song goes. For someone like me who grew up overseas, few brands capture the essence of Americana like John Deere. ”

Graham Sykes, Executive Creative Director, Landor: None

“In today's dynamic landscape, can any brand truly be an untouchable monolith? There is always room for improvement to increase relevance and differentiation. Brands should embrace the zeitgeist wholeheartedly, engage with their communities, and You need to adapt to changes in perspective. The most important thing to consider is: Why change? and “What needs to change?”. It's important to be careful, but if you emphasize what's sacred and what's versatile, the door is open to creating a timeless brand. Nike. apple. golden arches. That green mermaid.All timeless, world-famous signatures leverage the brand's shape shift Easily meet category and audience demands and meet cultural and technical challenges head-on. Paradoxically, the brands I consider untouchable are the ones that relish the opportunity to reimagine themselves amid waves of praise, anger, and creative criticism. ”