This is a serious question. It’s a disease impacting many businesses especially big ones.
The problem is someone in the business gets bored and feels like a change. Maybe it’s needed but often it isn’t.
You see it’s hard work to create a powerful marketing message and the best businesses rarely change the core of theirs.
If you do it confuses clients. Volvo always stood for safety and then they decided to go after other marketing areas like style.
It confused their clients. They wanted the ‘safest’ car.
Banks do it all the time. But honestly most of their messages are more about them rather than what they can do for you.
If you’re marketing message isn’t clear or isn’t working anymore then you may need to change.
But don’t change it for change sake. You’ll just confuse and lose clients if you do.