Why in the world of brands, heritage aint worth what it used to be.
In the world of brands, consumer trends will over time create a tipping point, changing the way markets engage and respond. When this occurs, established brands see their market share eroding and at the same time opportunities appear for new, competitor brands to successfully launch. Potentially one of the strongest and most influential trends we’ve seen in the last five years has been identified by trendwatching.com as ‘clean slate brands’. This trend has been the result in a shift in consumer behaviour with the potential to disrupt a wide range of brands, especially those in B2C categories. This shift is demanding established market leaders sit-up and take notice, as it provides significant opportunity for also-ran and start-up brands to gain ‘fast mover’ advantage.
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