Li-Ning, the top domestic fashion sports brand and the longest-standing sports brand in China, launched a new brand image on the occasion of its 20th anniversary. The founder, Mr. Li Ning, said that this step has been considered for a long time. Yes, this is a risk, and it is a risk for the Li Ning brand. The brand development process is accompanied by such a process. It can be said that there is no top international brand that has not experienced several brand image changes? This can be said to be a barometer to determine whether a brand is developing. This time Li Ning changed its brand logo, many people said that the change seemed too small. Although there seemed to be a lot of allusions behind the logo and it seemed to be quite similar to Li Ning's classic gesture, some people said that it was at best the original version. A certain deformation of it, which is a bit like a copycat at heart. Of course, if you recall when you saw the logos of Li Ning and Nike a few years ago, you will feel an inexplicable sense of déjà vu. Fortunately, we can answer them with official explanations. In fact, from a design perspective, the change is not big, which is not necessarily a bad thing. For a brand like Li Ning that has accumulated 20 years of brand accumulation, the impression of the original logo on consumers cannot be forgotten. The public's perception of the brand already has a certain cognitive foundation and brand foundation. If major adjustments are made, it will be detrimental to the long-term development of the brand. Retaining certain brand elements is a manifestation of brand continuity. I believe that if most brand design companies accept Li Ning's label change work, they will choose to improve the original image. After all, this approach is the safest for the brand development of Li Ning brand. It is also a popular international practice for the development of mature brands. As for the beauty of the new logo, I won’t say much. Everyone has their own unique introduction to beauty and their own unique understanding. It is precisely because of different understandings that a colorful world is created. It's just a standard of public aesthetics. Maybe the new logo doesn't surprise people enough. Looking at the attention of the post-90s generation on the Internet, it is very low. Many people don't know about Li Ning's label change. For Li Ning, which will focus on the post-90s market in the future, For brands, how to attract their attention and understand their brand appeal is the key to the problem. Li-Ning's new image is accompanied by a new strategic adjustment, which is to target the post-90s generation. In last night's dialogue column, an audience member replied that he was born in the 1970s. When he wears Li-Ning to play basketball, others call him uncle, but when he wears Nike and other international brands, he is called uncle. Many people call him buddy. This joking answer reveals Li Ning's target audience and brand positioning in the minds of consumers. In many cases, there is a big gap between the positioning of companies and the positioning of their brands by consumers. This is the case for the Li-Ning brand. To completely change these status quos, simply changing the brand strategy and brand image is only the first step. The subsequent systematic improvements and changes are the key to brand improvement. Li-Ning is already doing this step. Just as Tianchuan Kazuno said: Countless evergreen companies have told us an indisputable fact. There is no company that will never fail, and there is no brand that will never fail. In this brand competition, the relationship between various brands The competition is not about who is the first to run, nor who is the last. Some companies may be ahead of others at the beginning. What does this mean? There are countless brands that come from behind. In this competition, competition is What matters is not who runs faster or slower, but who runs longer! Although you may be defeated for a while, as long as you can keep running, you will have a chance to come back. In fact, Mr. Li Ning’s words can answer everyone’s question regarding the direction of Li Ning’s change of direction this time. He said: "First of all, regarding this label change, this is Li Ning's first step in brand reform. Secondly, whether it is good or bad, just comment and pay attention." Brand The essence of the brand change: firstly, it is to update the brand image and brand strategy, and secondly, it is to attract attention. It is meaningless to just say whether it is good or not. Only by having different voices, generating discussion and attention is the purpose of this event. I I often tell clients that changing your logo once will cost you ten times to advertise. This is the truth.