STAYING IN TUNE
We believe it’s important to keep our fingers on the pulse of the industry; from emerging trends to government regulations and everything in between.
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The theory of disruptive innovation posits that incumbent brands cannot (or choose not to) serve their entire market and instead focus on their most profitable consumers at the high-end, resulting in niche markets of underserved consumers.
When it comes to brands, I believe the successful ones will add benefits to their consumers’ lives rather than overly focusing on the setbacks.
As consumers become more accustomed to a predominantly quarantined lifestyle, companies must solve new challenges to maintain their growth while attracting new consumers. Whether it’s embracing meals at home or reaching out to local grocers, CPG brands have a huge opportunity to continually shape and redefine their relevance for the future.
We are experiencing real changes in consumer behavior and online shopping, so we must support consumers with true brand solutions.
Embracing empathetic communication is what allowed us to adapt so successfully. We felt secure in ourselves and our capabilities.
We, as leaders, are faced with very tough questions. Will we act first for ourselves or others, will we rise to the challenge or shrink from it? Just as importantly, will we focus on the chaos or the calm?
In light of recent changes, there are rich opportunities for both brands we are not so familiar with and our go-to love brands alike.
When we found out we were working from home, I was concerned. The office was what made me a stronger creative. Sketches and retro packaging stapled to the walls, co-workers teaching me design tricks, and other inspirational interruptions seemed to help guide my work. How would I recreate this creative environment at home?
As if suddenly working from home while fearing a global health crisis wasn’t enough, nearly a third of the nation’s workforce began experiencing an added stress: writing, and writing more often, and writing for occasions unusual for them.
As the work-from-home culture of our industry evolves, so does our need to better communicate design thinking and design intent beyond beyond sharing computer-generated image.