innovation: a careful balancing act

I recently found myself contemplating a thought-provoking query: How do we maintain a delicate equilibrium between a long-standing brand's history and a blueprint that is grounded in change… in disruptive innovation?

It's all about truly comprehending your target consumer. If your audience values their fond memories of you from their childhood in their purchasing decisions, that is a fact that demands your attention. However, consumer research might uncover a group of different consumers who view this perspective as obsolete and want to see you shake up the category.

Ultimately, the secret lies in understanding what fuels your target consumers' decisions. Those insights should directly influence your innovation strategy. At Mission Field, this balancing act is part of our daily grind. We work very often with legacy brands, but we are also committed to helping them staying rejuvenated and relevant. The fact that the brands that we know and love all want to keep innovating to make themselves stronger stands as a testament to their commitment to change. It's not just innovative, it's distinctive, and it's a game-changer in helping them establish a more powerful connection with their consumers.

Remember, the strategies that originally brought brands to their prominence won't necessarily be the ones that propel them forward. The key to success lies in constant evolution. Its quite the balancing act!