It is possible for small changes to creep into the way in which your brand is used over time. No matter whether these changes were intentional or unintentional, they can be damaging to your brand and to your business in a number of ways ranging from confusion in the marketplace to the loss of intellectual property rights, such as trade mark protection.
It is also possible that your marketplace has changed, with new competitors entering the market or strong competitors leaving it. These changes could affect the way your brand is viewed and whether it is still appropriate for your organisation at the particular time and place.