The Business of Future
2 min readJul 16, 2020
Are brand consistency and brand adaptivity at odds with each other?
This article was first featured on The Sociology of Business.
Brands are asked to stand for something. They find their meaning deep into their own archives (Bottega Veneta, Dior), a locale (General Mills, Made in Italy), in the personality of their founders (Kanye West, Ralph Lauren), an activity (Nike) or at the cultural moment…