In a world overflowing with offers, slogans, and short-lived trends, building a recognizable brand is an achievement. But ensuring its longevity is a true strategic art. That’s the challenge tackled by Léwis Verdun in his book How to Build a Brand That Lasts, published in the fast and focused FIVE MINUTES format.

Drawing on the success stories of iconic brands like Apple, Hermès, and Nike, the author offers a practical roadmap to help companies stand the test of time. This article explores a related theme: how to align strategy, emotion, and innovation to build a resilient brand — one that inspires, endures, and evolves with its era.

A lasting brand starts with a clear mission

In a fast-moving world, durability requires clarity. A lasting brand knows why it exists, beyond profit.

  • A solid mission helps guide consistent decisions over time

  • An inspiring vision unites teams and drives long-term development

  • Authentic values create a meaningful connection with customers

Verdun emphasizes: the mission isn’t just a marketing slogan. It must drive everything — from product innovation to customer relationships.

A business that knows what it stands for (and what it refuses to become) is better equipped to weather storms, resist trends, and stay the course.

Creating long-term emotional connection

Brands that last aren’t just high-performing. They’re emotionally relevant. They know how to be memorable without being louder than everyone else.

They invest in:

  • A strong and coherent visual identity

  • A compelling brand story that resonates

  • A smooth and enriching customer experience across all channels

That’s how Apple turns every launch into an event, Hermès elevates craft in a digital world, and Coca-Cola instantly evokes sharing and happiness.

According to Verdun, every interaction is a chance to reinforce the emotional bond between brand and customer.

Betting on omnichannel coherence

Consistency isn’t the enemy of innovation — it’s the foundation. Léwis Verdun stresses the importance of a coherent omnichannel strategy to maintain brand strength in a fragmented world.

That means:

  • Delivering a consistent experience across store, mobile, social media, and customer service

  • Adapting messages without changing identity

  • Managing touchpoints like a coordinated choreography, not separate silos

Durable brands evolve without losing themselves. They innovate without diluting their DNA. They surprise without confusing. Just like Nike, which balances athletic performance, identity expression, and social commitment.

Innovating while staying true to your essence

Innovation is crucial — but only when it serves the brand, not the ego. Brands that last know when to evolve, how to experiment, and when to remain true to themselves.

Verdun identifies several levers for lasting innovation:

  • Draw inspiration from real customer behaviors, not fleeting trends

  • Introduce rituals into the customer journey to create consistency

  • Anticipate cultural, environmental, and social shifts

This ability to innovate while remaining aligned with core values is what allows brands like Patagonia or Lego to stay relevant across generations.

The brand as a strategic investment

Verdun’s key message is that branding is not decoration — it’s strategic capital. A company that invests in its brand:

  • Enhances perceived value

  • Builds better customer loyalty

  • Attracts talents who align with its vision

Brands that last understand branding as a continuous, living, integrated approach — not a one-time expense.

Building a brand that lasts is not about freezing an image in time. It’s about building an ecosystem of meaning, relationships, and experience. It’s about daring to evolve without betraying your identity, and choosing depth over popularity.

How to Build a Brand That Lasts captures this philosophy in a short, inspiring, and actionable format. It’s written for anyone who wants their brand to become a landmark — not just a trend.

Discover How to Build a Brand That Lasts ? now on Five Minutes and lay the foundations of a timeless brand.