While it is only natural for a company’s brand message to evolve and adapt with the times, to veer too far from your original image can lead to irreversible alienation of your customers and shifting your focus to a different demographic is not a strategy without risk, as this essay by Enact Agency aptly and engagingly explores.

If like me, you still ask for a Diet Coke, spoiler alert: you are showing your age! The beautiful thing about reaching a certain age, is that you hardly care if and how you are categorised. But as a brand, you definitely should!