Creating An Open Brand
The Forbes website noted that often companies try to fit innovation efforts into their current systems. It just doesn’t work. Innovation needs the ability to pivot and fail. It needs time to find the best path to the future. Instead, most companies have a bureaucracy that is set up to maximize a mature system. Such a management style will kill innovation. Open brands focus on architecting transformation not only for their consumers but also for themselves. It means not making innovation some underfunded appendage but taking the most profitable part of the brand and transforming it. At the core of an open brand is changing before you are forced to change.
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