Insight into action

Date of publication: September 19, 2007

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.

Karen Paterson

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Catriona Ferris

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Lyn McGregor

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