Emilio Garcia explains why small brands can pivot their identity quickly and cheaply, while large brands face massive inertia. A startup can change its logo and positioning overnight, but a Titanic-sized company announcing a new direction often fails to shift how people actually see it. Real change requires more than visual tweaks.
If you're small, if your target market or the number of people that knows about you is small, then you can be very flexible, very nimble. You are like a small boat, and if you want to change how you are perceived, it's very easy to do so. It's very, it's not that costly to change your logo, to change your colors, because while there's going to be some inertia on it, most people would quickly adapt to that. And that's similar to what startups do all the time with their pivot. And their pivoting is not only how they provide a service, but usually also they change their positioning and sometimes even change their logo and things like that. But as your brand grows larger, your company grows larger, then you start becoming a larger boat. And for some of those companies, you are almost like a Titanic. You really have a lot of inertia. So my recommendation there is that just because you say that you are now something different, yeah, for most people, nothing had changed.
