‘Not right for the brand’ doesn’t always mean wrong for the brand. It just means there are no ‘sacred cows’ left
Just because a brand embarked on one path in the past, writes Jon Austin, doesn’t mean it should stay on that path in the future.
Running a brand must be hard.
That may sound facetious, but it’s not. To take what has been built before you, what has done amazing things, what has achieved success, and then be KPI-ed on continuing or improving that trajectory into uncharted territory? That’s tough. That’s scary. It’s like driving your great grandparents’ mint condition Chevy Bel Air – a car that your dad and his dad before him drove – along a pitch-black country road, with no headlights, hoping you don’t fly off a cliff.
No wonder we’re hesitant to veer into uncharted territory.
