Flexibility in building brands. How changes keep business.
Previously, a brand could be stubborn and steady, not changing the way it works for years. Today, this equates to the death of a company. Modern brands work with changes more importantly than ever, on this, in the literal sense, their future depends. Whether a company is a start-up or a recognized player, flexible evolution helps brands expand and prepare for the future.
Adaptive brands remain competitive and ensure customer satisfaction.
A successful brand change — whether you are making a 180-degree turn or a small change in strategy — comes down to keeping track of what consumers really want, even if it is different from what the brand originally proposed. Brands such as Twitter, PayPal, Netflix, and IBM are often cited as reengineering examples according to changing customer expectations.
Embedding flexibility and adaptability in brand strategy is even more important than just sales growth. In fact, this is the key to ensuring survival – not only today, but also tomorrow. By introducing flexibility into the fiber of their brands, companies can guarantee that they will exist and flourish for many years.