“Indiana Jones 5” is coming. This time, instead of Harrison Ford taking the lead role, it could go to the movie world’s newest hot property, Chris Pratt. But will this fundamental change to the “Indiana Jones” brand appeal to movie-goers? Messing with a successful brand such as “Indiana Jones” is a risky thing to do. Indy recently topped a poll as the world’s best movie character of all time. Should Disney disrupt this success, and can execs be certain that movie-goers will respond positively to the changes? In this case, the filmmakers have been given the strongest possible hint that movie fans will approve of the change. Fresh from his success in “Jurassic World,” a Photoshopped image of Pratt as Indiana Jones has already been circulating on social media, effectively promoting him for the role.
In today’s ultra-competitive markets, businesses know that staying the same is unlikely to bring success. While organizations may not need a complete overhaul, brands can benefit from incremental improvements, as long as the changes are based on real understanding and geared to strengthening appeal.