5 tips to expand your brand's shelf life

Staying relevant is one of the biggest brand challenges for both business-to-business and consumer brands. By definition, your demographics are a moving target. Today’s 20-somethings inevitably become 30- and 40-somethings, replaced by a new generation of 20-somethings with a new set of needs and preferences. Brands that fail to adapt to this constant shifting risk being left behind.

But evolving doesn’t mean abandoning your identity, it means staying true to your core values while meeting the ever-changing expectations of your target markets.

Take a cue from Stanley. What was a century-old brand known for its army-grade thermos embraced the hydration phenomenon with Gen Z and millennial women. Its viral Quencher tumbler resonated with a whole new audience by blending utility with style, staying true to the brand’s practical roots while presenting a modern aesthetic that aligned with emerging trends (hello hydration era!).

Yet even this success story is a cautionary tale. Trends can have a way of becoming “trendy” with a limited shelf life, and it appears the Quencher’s moment as the hydration darling may be on the verge of expiration. A recent survey of teen shoppers by Piper Sandler shows Stanley cups and tumblers ranked as a top 5 fashion trend by teenage girls—but those same teens also ranked the water bottles as a top 5 fashion trend that’s on its way out. This popularity decline aligns with the natural life cycle of trends that always ebb and flow. But it’s a concerning downturn from the high they experienced a few years ago (2023 sales reached $750M).

So the secret to brand survival? Always trying to see what’s around the corner. With Stanley’s influx of new products from hard- and soft-sided colors to pilsner glasses and wine sets, I find myself asking the question, “Are they grasping at straws to find the new ‘Quencher’ or are they anticipating what’s coming next and exploiting an untapped market?”

I’m particularly interested in their recent entrance into the portable beveragewear category. Their new Cross Bottle merges fashion with hydration in a convenient wearable design intended to appeal to a growing customer base. This represents an expanded demographic ring from the soccer moms and kids who were the main targets for the Quencher. This expansion is likely about appealing to the preferences of Gen Z, capitalizing on their passion to be on-the-go without sacrificing style.

By continuing to innovate and staying attuned to shifting consumer trends, Stanley is positioning itself as a forward-thinking lifestyle brand and laying the groundwork for long-term growth.

The key is striking the balance between innovation and authenticity. Here are five tips to evolve your brand smartly and strategically amid changing trends and consumer behavior:

Brands need to listen and respond to perpetually shifting demographics and generational trends and assess what matters most to these audiences. Data is your secret weapon here. Use it to uncover gaps where competitors are falling short or to identify what your target markets are obsessed with and how those trends align with your product, customer or marketing strategy. Social listening tools and analytics platforms are treasure troves of actionable insights just waiting to be tapped into.

Innovation doesn’t have to mean reinventing the wheel—it’s about finding creative ways to meet evolving needs without alienating your current audience. Blend bold new ideas with your brand’s core strengths to attract new demographic groups. This also strengthens loyalty among your existing customer base by showing that your brand evolves with the changing times while staying true to its roots.

Trend forecasting should play an integral role in your strategic planning. Anticipating future trends allows you to stay ahead of the curve and maintain brand relevance as consumer preferences shift. Instead of reacting to what’s popular now, focus on identifying where the market is heading and pivot before trends peak.

This approach helped define a strategic activation strategy during the Masonite rebrand. With 80,000 potential door combinations, dealers and homeowners were overwhelmed with options. To better assess what styles would be relevant over the next 5 years, we identified design indicators that fed a trend forecasting strategy. Looking outside the industry to boutique hotels and fashion helped identify what would be coming to custom home building and eventually mainstream builders and retail outlets like Target. This forecasting strategy helped dealers and builders configure showrooms and sales presentations around relevant style trends, shortening the selection and purchasing times.

This same approach could lead a product strategy. Understanding customer affinities, brand/lifestyle preference, purchase habits, or even adjacent category growth can help define forecasting indicators.

At the heart of every successful evolution is a commitment to the brand’s core values. These values provide a foundation of trust and authenticity, even as trends and demographics shift and change. Adapting to modern demands while honoring your roots keeps your brand grounded in the core principles that made it a success to begin with, ensuring both relevance and longevity in an ever-changing marketplace.

The brands that stand the test of time understand one key principle: Staying relevant isn’t about chasing every trend or losing sight of who you are. It’s about balancing tradition with evolution—remaining true to your roots while adapting to the changing needs and values of your audience through thoughtful, strategic decisions.

Growth comes from stepping outside your comfort zone, reaching untapped audiences and innovating in unexpected ways. Whether through re-imagined product offerings or engaging new audiences, evolution is essential for long-term success. Embrace change with purpose and your brand can stand the test of time.