Brand Longevity – How To Maintain And Keep Hold Of Your Relevance

Endaba Group

Following the recession came the digital revolution and a new species of competitor: the Disruptor. Since then, in today’s consumer culture of the shiny-object syndrome, every industry and category has seen disruption. Unseating corporate giants is no easy feat, but the ideas behind brands like Rent The Runway, Dropbox, Snapchat, Spotify, Airbnb and Uber have revolutionised the business landscape.

The hyper-competitive market and the ease with which a start-up can put something on the market leaves companies with some questions – what should they be doing next? What does brand longevity look like today?

Consumers are constantly evolving and adapting. The 50-plus consumers of today are loyal, but they too are now increasingly behaving like Millennials in terms of their appetite for technology and what it can enable. Generation Z think, act, and behave differently again, are yet another demographic to pace with.

In this constant, fast-moving market, how can brands maintain and keep hold of their relevance? Here are some key tips:

“Brands who live their purpose win hearts; brands who are different, innovative and authentic win minds! Today is about integrity. Understand your brand, understand your customer, live your purpose and your values and use them as your compass; success will follow.” Lynette Deutsch, CEO of Endaba.