Brands Must Change To Stay Consistent
“ Change is the only constant in life .” So observed the Greek philosopher Heraclitus in the 6th century BC . It is believed he drew the inspiration for this from observing a river and concluded that “ life is like a river ” and that nature is in “ a state of constant flux .” He could have just as easily been describing the rapidly changing social-economic conditions in the US and around the world . Things are in a constant state of flux , from virtually every standpoint . Be it demographic shifts , technological advancements , global connectivity , emerging markets , changing mores , the list goes on . And the changes come with more rapidity . For today ’ s brand marketer , the question is not “ do we change ?” It is “ how quickly can we change ?” in order to adept to opportunities or challenges that present themselves with increasing speed .
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