Branding Strategy Insider posted today about brand mortality and what causes a brand’s demise. Their first cause: the extinction of a category. I don’t agree. Some of the best brands in history have managed to weather the extinction of a category by remaining focused on their strengths and evolving the “execution” of their brand to meet the needs of the times (usually just an evolving or new category). Take automakers Honda and Volkswagen. Two companies who have seen various categories or classes of cars come and go, but continue to drive into new car categories through focusing on their strengths: reliability and durability for Honda and hip and practical for Volkswagen. How about Apple? They have spent the last 10 years focusing solely on innovation and usability, which has propelled them into the personal audio category and now the PDA category - PC category be damned.

“Consumers want brands that stand for something” says Brand Strategy Insider. I believe that consumers don’t just want brands that stand for a category, but for a personal emotional and intellectual something that makes them want to see the next category that brand will delve into. Think about it. How can your brand transcend its business category to stand the test of time?

- Jen Travis