How to Shift Your Brand

When you shift your brand, you want to do it slowly and over time. It's really tough to fly directly contrary to the brand. James Corden example: There are a group of people who think he's an unpleasant person. He spends his entire brand saying I'm a very pleasant person. And those two things, there's no overlap between them. You'll find yourself haunted by some ghost of a thing that you did or said 10 years ago. But be thoughtful about how you evolve that over time.