Why Brands Need to Be ‘a Step Ahead’ of the Consumer

Consumers are constantly changing and evolving, you have to make sure you still feel right for the audience and for what you are trying to do and sell. It’s time to refresh a brand when we see consumers begin to change or when you are launching new categories or entering new markets — those are the most opportune times to refresh a brand.

For example, brands are becoming increasingly diverse and inclusive. So much so that it can feel somewhat trendy and ingenuine. When a heritage brand becomes inclusive, it must feel like a natural next chapter. For example, in our work with, they have always had extensive sizing and diverse product types. When they decided to shift to include even more sizing and options, we had to ensure that we were clearly telling the brand story in a way that didn’t feel contrived.

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