Fast Company: How do you build a brand to last? It's about evolution, not revolution.

The most powerful brands continually evolve. When a competitor gains ground or unveils a new positioning, the instinctive FOMO-driven reaction is often to embark on a brand refresh. But a full rebrand requires investment, time, and resources that can be challenging to justify, especially in this economy.

This week in Fast Company, CCO Alex Moulton on why the era of the big rebrand needs to end.