Adweek, November 13, 2017 - We are seeing disruptions that are shaking up categories today like never before. These disruptions will have a fundamental impact on the way consumers relate to your brand. It is no longer enough to update your brand’s portfolio regularly with brand extension launches or support your brand by simply changing the media approach. It’s time to think more strategically and longer term about the role and saliency of your brand and your business model in light of market disruptions. In this article, Douwe describes in detail our 4-phase approach to future-proofing brands.
Phase 1: Do not assume you know your category
Phase 2: Figure out what people in this new category really need
Phase 3: Create a brand that really stands out
Phase 4: Make sure you can quickly pivot your brand