Abstract:

This presentation explores a major issue facing many brands and organisations; the need to innovate in order to renew relevance for the target audience. There is a need for brands to constantly innovate to keep in step with cultural change and the idea is discussed that in times of disruptive cultural change there is a need for brand thinking that is open to more radical innovative change to maintain relevance. A case study demonstrates that repositioning an 'old dying' brand can work.