Time waits for no brand

Just because your brand is relevant today, doesn't guarantee it will matter to people tomorrow.

Technologies change. Tastes change. Your competitors change. If you don't adapt your brand to keep up with the changes, it will die.

Indy racing thrived as a series where manufacturers proved the durability of their products by pushing them hard for 500 miles. But now that even the cheapest cars are expected to run for 100,000 miles with barely a tune up, the series has little relevance to everyday drivers and the stands are empty.

Flip phones were all the rage when portability and style were the relevant benefits in mobile technology. But with the introduction of mobile email, web browsing, video and other location based services, smart phones have taken over, and today a flip phone is about as relevant as a land line.

Light lagers from a handful of brewers dominated the market until beer drinkers discovered that beer actually could have flavor and their long steady decline began.

People may love you today, but don't get too comfortable. Someone or something will come along soon and that easy chair you're sitting in will become a hot seat.