WOW is evolving while being the same

To keep consumers engaged, brands need to evolve with them. Brands must communicate in a real and credible way, so they need to incorporate constantly in the product or, in general, in every interaction with consumers the relevant new language, the new style, the new technology and the new touch points. Thus, innovation is crucial to maintain the link with consumers and nowadays social media plays a fundamental role on this. 

The challenge is to adapt this culture without losing the brand essence, the brand role, the brand main muscles. Find two examples of brand evolution, if you look deeply you will feel they are still the same. Another characteristic required to get a WOW.

Apple product evolution

Coca Cola