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 and thus slow to react to changing trends in the marketplace. The consumer agenda, the business environment and competitive activity are continually on the move. The past is littered with previously successful brands that have failed to adapt and endure to keep pace with current and future trends. Brand leadership is not about reacting, it is about anticipating and taking risks. The...