The emergence of generative AI and quantum computing is fostering an era of significant innovation, leading to the development of numerous groundbreaking products and services. Companies today must adapt to this new landscape by focusing on brand development principles that emphasize attitude and unique market positions. Drawing from over 40 years of experience in branding, unique names are integral but just a piece of the puzzle. Future-facing brands, exemplified by Gatorade, embrace risk and differentiation, encouraging market expansion with innovative approaches that challenge traditional modes of operation.
With the advent of generative AI and quantum computing, we are entering a period of massive innovation likely to disrupt current industries.
Having an innovative name is just one part of building a future-facing brand that connects with consumers while being memorable and distinct.
A zero to one idea is not about disruption, but market expansion; future-facing brands behave differently, coming with attitude.
Gatorade’s name and concept reflect risk-taking thinking, contrasting with the safer approach taken by Powerade.
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