9th
New & Improved, What About the Original
Today while watching TV one of my favorite 80s bands “Journey” was performing. Without looking up from my laptop I listened happily and enjoyed the familiar tune of “Separate Ways”. Near the end of the song I glanced up to watch and to my surprise it wasn’t Steve Perry singing of troubled times but a 20 something Fillipino guy named Arnel. Now don’t get me wrong Arnel - you sounded great - dead on. But you’re no Steve Perry. How could this happen? When did this happen? I gotta level with you - I am devastated. Steve Perry shaped my youth. I’m not sure I can continue to listen to Journey (ah - who am I kidding).
After some overly extensive research it turns out Arnel is Journey’s 6th singer and Mr. Perry hasn’t belted out a power ballad with the band since ‘96. Journey felt they needed a new hook. Oh - sure - let’s blame bad branding and their marketing team. People - please. Did we learn nothing from New Coke?
At Curve we often find our clients struggling to find a new hook. But re-inventing yourself isn’t always a good idea. Evolving your image while holding on to your core truths is what makes great branding. Sometimes re-inventing that core will anger your most loyal fans. (Just ask Tom about Froot Loops™ ~ apparently they added blueberry loops in the 80s and he’s been upset ever since)
So how does a brand stay current and buzz-worthy while holding on to their Steve Perry? Consult with an agency that knows how, like maybe Curve. We can help.
Don’t stop believin
