Many brands would have you believe that change is exceptional not innate. To point this out they’ve coined the phrase ‘the new normal’.
Brands can be simple, innovative, adaptive and great. As normal.
From an Innocent smoothie in the fridge, to an engine from GE or an iPod from Apple. Ever tastier, more efficient, more exciting. These brands present themselves simply, with innovative products and services that are excellent.
Innovation involves change. That’s its nature. Adapting to change is part of the way we live. Sometimes - and especially with technology, change is more rapid than we expect.
Businesses that understand their brand, and the need and ability to be dynamic, can innovate more, faster, and for the better of themselves. In turn we come to expect the very best from them, because their brands innovate.
This should be part of the way all businesses work. The world is evolving too fast to make this exceptional.
So innovation is not the ‘new normal’ its just normal.
(Philip Edelin)
