There was a time not long ago, when every corporate had its 10-year plan as an iron-clad, concreted roadmap for the entire organisation. Today, in a world of intermittent lockdowns and generational change that occurred in the space of a year, even a five-year plan feels presumptuous. Instead, this is a time for the rise of living, breathing organisational plans with a pulse, that are more a statement of intent and innovation with the agility to evolve on the move and change at speed.
So too it goes for brands in this new epoch. The streets of marketing are littered with brands that struggled to change, steering themselves into trouble as recently as 2020. They’re brands caught in a vicious circle, instead of shapeshifting and jumping into a future-forward position, one
