Facing the Future: The Challenge of Researching Innovative Visual Identities

This authors of this paper argue that brand leadership is not about reacting, but about anticipating and taking risks.

Facing the Future: The Challenge of Researching Innovative Visual Identities

Richard PikeThe Research Business International, UK

THE IMPERATIVE FOR CHANGE

The danger for successful brands is that because they are successful the brand owner can become complacent...