The world has changed.
Certainly, branding has changed.
Only a few years ago, no one knew how quickly Uber and Airbnb wouldshake up their industries. With the sure and steady progress of technology, the only certainty is uncertainty.
For years, brands focused on consistency. Global brands wanted to know that whether you were in Dallas or Denmark, you received the same experience. For years, this worked.
Today, branding has changed. It’s no longer an identity or creating a boxfor a product. Branding is now an evolving relationship with the consumer. Brands who remain relevant, remain the leader.
The strongest brands realizetwo conflicting strategies: be true to who you are while evolving with culture.
Today’s leading brands take a stand yet never stand still.