How traditional brand methods fall short

Markets and customers are constantly changing, but if you look at traditional brand methods, they really seem frozen in time. Some of their assumptions, concepts and practices date back a hundred years or more, when societies were far less diverse and dynamic than they are today.

Brands are not forever, and brand inertia is no virtue. Brands that cling to the past soon lag behind customers––who are a brand’s real bridge to the future.

Common Weaknesses of Traditional Brand Methods

Traditional brand practices can be handcuffs from the past. There are many ways they can limit a company’s ability to innovate on brand.

This chart identifies some of these weaknesses: