For brands that last for a very long time and somehow get “cult” status in the industry, the key question is the same as competitors just emerging in the market, and it comes down to a decision: change or status quo. What is different is the importance of that question and the consequences that the answer holds. Long-lived brands have much more to lose with a wrong move. It is my opinion that, in this context, the secret of \u201cgood ripening\u201d is caution at all times, and courage at the right time.<\/p>\n
Brand building, as a process, is certainly a marathon. However, innovations, which are an important part of this process, can be a sprint. If we are going to continue with the sports analogy \u2013 I think it is important for a brand to run at its own pace and steadily, but at the end of each segment, it is necessary to have that extra incentive that “pushes” you to finish the race first. With us, for example, that final moment was the launch of Black’n’Easy coffee.<\/p>\n
They are a judge, but I wouldn’t characterize them as cruel. In the life of a brand, just like in a person’s life, years always bring something new, and the choice is up to us \u2013 whether we will adapt to new situations or say that we like things as they were. A brand doesn\u2019t necessarily need to adapt \u2013 and it may survive if it remains likeable as “retro”. Once that window closes too, I fear that without changes and getting with modern times, which are quicker and quicker, it remains in the past.<\/p>\n
The brand was created by people and they are the ones who maintained it through the years. The fact that extremely popular brands, such as Grand Coffee, have an evolving life beyond planned flows and marketing strategies, again points to the human factor \u2013 this time, on the other side, one that is influenced by consumers. That is why I would say that people, both employees and those who buy the product, are not only crucial, but of the utmost importance to its longevity.<\/p>\n","protected":false},"excerpt":{"rendered":"
ATLANTIC GROUP HAS A LARGE NUMBER OF BRANDS THAT DO NOT AGE AND ARE LOVED BY ALL GENERATIONS. WHAT IS THE SECRET OF GOOD \u201cBRAND RIPENING\u201d? For brands that last for a very long time and somehow get “cult” status in the industry, the key question is the same as competitors just emerging in the […]<\/p>\n","protected":false},"author":2,"featured_media":859,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[172],"tags":[361,165],"class_list":["post-926","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inside-the-brand-en","tag-atlantic-grupa-en","tag-brand-en"],"acf":[],"yoast_head":"\n