No, we don’t need a lesson on the alphabet. But a post on TIME.com’s TV blog Tuned In yesterday got us thinking about the evolution of branding. The “M” in MTV hasn’t really stood for “music” since the early ’90s, and a new press release announcing the pop culture cable network’s “diverse new programming slate,” which includes reality, fashion, sports, comedy, and animation, proves that MTV has no intention of returning to music videos any time soon. None of these genres are particularly new to MTV, but the focus of the programs will purportedly be on the Millennial generation that helped put Barack Obama in the White House. According to TIME’s James Poniewozik, the “M” in MTV now stands for “Millennials.” The evolution of MTV’s brand over the last quarter century has been remarkable. The network’s programmers have always managed to tap into, if not help mold, the zeitgeist, whether it was reality television in the early ’90s (The Real World), obsession with material things later in the decade (House of Style, Cribs), or teen-pop fanatacism (TRL). Now, MTV wants to grow up. The new slate of programming will include shows that reflect the optimism and can-do spirit of Millennials. Poniewozik is cynical about the endeavor, but what MTV realizes is that evolution is essential to the long-term success of any business, and growing your business means growing, and evolving, your brand. Even if your target audience isn’t teenagers, it’s essential to be aware of current trends. Knowing what’s going on in the world, not just what’s going on in your industry, can be a useful tool in branding your company or product and elevating it to the next level.