Two approaches to future-proofing from the BBC and PepsiCo
Brian CarruthersWarc
Legacy brands fear the threat from upstart digital disruptors, but even the digital disruptors have to keep looking over their shoulders - MySpace is a salutary example of what can happen to a brand that doesn't think about what happens next. When it comes to future-proofing, no-one can ever rest on their laurels. In many respects that has always been the case, but what is different now is the speed at which change takes place: brands and businesses need to be agile as never before. And if they're...