The article emphasizes that brand survival, akin to species survival in nature, revolves around adaptability. D&AD's new branding categories illustrate the distinction between creating a brand anew versus refreshing an existing one. The refresh process is described as evolutionary, deeply rooted in the brand's DNA. Successful brands avoid trend-chasing and, instead, evolve strategically while connecting with their origins. They respond to shifts in culture and technology, using nature as a blueprint for strategic evolution, which has shown to yield faster growth, according to a McKinsey report.
A report by McKinsey backs this up. Companies that invest in brand evolution grow 20%-30% faster than those that don't. This isn't about having Coca-Cola-level budgets.
The smartest brands don't chase trends - they evolve like ecosystems, organically and intentionally, exploring their DNA and adapting to cultural, technological, and economic shifts.
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