Logos Should Change MEMPHIS, TN (WKNO) - Smart brand executives allow their logo to evolve. Even the faces of Betty Crocker and Aunt Jemima bear little resemblance today to their original appearances. Look at your company's logo. Does it still represent what you want people to think about you today? Most logos stand periodic updating.

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to johnmalmo.com. © Copyright 2009, WKNO