How to Bake a Brand Strategy

When working with the brand strategy how much do you talk about on baking? Because I mean there is that time when as a consumer of the brand you're going to hate the new brand. People don't like change. So do you bake that into a strategy? Yeah. It depends what you want it to happen because sometimes you have like this more like revolutionary thing. We can now changing this and we're going to use design to do that. Game changer through design and sometimes it's more like evolution just to update different kind of things.