The other day, Definition 6's Executive Creative Director, John Harne was asked to respond to JCPenney's new logo.



John wrote:

1.  Don’t change a logo and/or brand if you do not have to
2.  Remember your customers have a relationship with that logo. 
     It may have a place in their hearts and minds
3.  If you have to make a change, make it relevant
     and memorable for the 100 years to come
4.  Be yourself and buck the trends
5.  Repeat rule number one

Though very different, interestingly the rules for tapping into cultural trends follow a similar pattern:

1.  Be timely
2.  Remember, people already have relationships with what you're trying to
     hijack. You're going to have to share space in the hearts and minds
     of people
3.  Don't worry about the future, make it relevant and remarkable for
     the moment.
4.  Be yourself but be willing to change to be in context with the trend
5.  Repeat rule number one

Jimmy Fallon demonstrates this perfectly with his spoof of Charlie Sheen.