How to handle your catalog’s midlife crisis

By Sarah Fletcher

10. Become the “new you.”
It takes time for customers to recognize the “new you.” The more radical the changes, the more time they’ll need to fully embrace you. Brand power is created by long-term customer recognition, so give customers time to get used to your new look.

Inevitably, some day they’ll begin taking the “new you” for granted. And not much further down the road, you’ll have to start thinking about another makeover. As a good rule of thumb, however, don’t do major overhauls more than once every three years to five years. If you keep the look of your book up to date, you can stretch its lifespan out even longer.