leadership presence tip: Brands need a strong, memorable identity to stand out from the crowd, but to stay alive, must change with the times. Falling in or out on an almost daily basis, keeping brand identity relevant and desirable is major. It’s time to change when your identity has dated to an extent that it acts as a barrier rather than an enhancement to communication. Secrets to longevity? Framework – flexible elements allow emotional elements to evolve and create a credible personality. Continuity – organic, living entity expresses personality, growth and world interaction.