"A report by McKinsey backs this up. Companies that invest in brand evolution grow 20%-30% faster than those that don't. This isn't about having Coca-Cola-level budgets."
"The smartest brands don't chase trends - they evolve like ecosystems, organically and intentionally, exploring their DNA and adapting to cultural, technological, and economic shifts."
The article emphasizes that brand survival, akin to species survival in nature, revolves around adaptability. D&AD's new branding categories illustrate the distinction between creating a brand anew versus refreshing an existing one. The refresh process is described as evolutionary, deeply rooted in the brand's DNA. Successful brands avoid trend-chasing and, instead, evolve strategically while connecting with their origins. They respond to shifts in culture and technology, using nature as a blueprint for strategic evolution, which has shown to yield faster growth, according to a McKinsey report.
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