Simplicity like no other
We are constantly reminded that brands and agencies need to keep evolving to stay ahead of the competition. This nagging anxiety comes from the fact that existing brands can quickly move into new categories, such as Starburst starting with sweets and moving into ice cream, while new brands can seemingly emerge from a couple's spare bedroom or a graduate's garage in a matter of months, such as Facebook.
Faced with these threats, more often than not, brands and agencies alike are looking to make things more complicated. The thinking seems to be that the...