Every brand aspires to thrive and grow. But the lifecycle of a brand or product can be fragile. In an ever-changing climate, some brands and products stride ahead whilst others stagnate – or enter a steady state of decline. The fact is, if you can’t keep pace with the changes around you, your brand will struggle to grow. It’s about being dynamic. Successful, growing brands are agile – they can harness opportunities, leading to market penetration, diversification and development. It’s no surprise, then, that the ability to be ‘dynamic’ is a key driver of brand growth. But what does it actually mean to be dynamic? What does a dynamic brand look like? And how can we measure a brand’s dynamism? How quickly do you respond and adapt to change? To be dynamic, you need energy and pace. It’s about mindset and attitude. You need to be in tune with your market, customers and competition. Yes, you might be in a naturally dynamic and fast-paced sector, like technology – or even lucky enough to be enjoying the buzz of a brand new category – but it doesn’t always mean that your initial burst of growth within it will continue. For some, their products…
