Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.
The brand landscape is littered with countless examples of products that sparkled and faded—or just faded—while other companies have blazed a trail that keeps them on solid footing in their core space while attracting entirely new audiences. It takes more than a crack development team and a robust product to be revolutionary, although neither of those hurt.
Here’s the truth: Most brands that have consistently been on the leading edge know that it’s not about shortcutting the hard work, but about leveraging a calculated risk without losing their identity.