Donna Karan on Why Brands Fail (and How to Avoid It)

Aniekan Udo with Donna Karan

I recently had the privilege of collaborating with Donna Karan on a project that brought her vision for online shopping to life—making it easier for customers to capture her signature aesthetic: effortlessly chic and deeply utilitarian. In our conversations, I asked her what makes a brand truly lasting—and here’s what I took away:

1. A brand must have a unique perspective. Without it, there’s no reason for the brand to exist. Uniqueness isn’t just differentiation—it’s what gives a brand the chance to be recognized and remembered.

   
   

2. Present that perspective in a compelling way. A distinct point of view may not resonate at first glance. Like a song that grows on you after a few listens, a brand’s value sometimes takes time to reveal itself.

   
   

3. Evolve, but stay true to your core. Brands should respond to culture and trends, but never abandon the DNA that made them meaningful. Evolution, not revolution, is what sustains trust and loyalty.

Timeless lessons from a timeless visionary.