Change comes in all shapes and sizes. Organisations launch new products, causing turmoil in their internal procedures. Policymakers enforce new rules, obliging brands to adapt. Evolutions in technology mean organisations must embrace new security structures and processes. Market movements require companies to adapt to their customers’ changing expectations.
Not forgetting external shake-ups – such as pandemics, economic crisis or even war – which turn our community upside down and force brands to make radical change.
In short: the world is never still. Brands must keep up and evolve continuously if they are to survive and grow in such dynamic surroundings. Otherwise they risk extinction.