sloppy edges and growth spurts. Because as with nature, innovation
doesn’t take place in a vacuum – it is dependent upon and interrelated
to all things around it. And because innovation needs to be cognizant
of the ripple effect — seeing opportunities AND managing potential
damage. Innovation thrives on change, curiosity, and desire.”
For example, citing a recent cover story in Newsweek (“The Evolution Revolution”), Julie points out what evolution means for corporate brands:
“The cover story of the 3.19 issue of Newsweek is fascinating… We’re now learning that evolution is not a straight-lined
path of progress. It occurs in fits and starts, with many adaptations
failing to take root. We’re discovering an evolutionary family tree of
sorts, with a number of adaptive traits developing, hanging around for
several million years or so, and then becoming extinct. Progress is
And that’s where brands come in. Brand evolution is rarely a straight line path of forward progress.
Quite often, brand adaptations (let’s call them line extensions or
flankers) come to market, score sufficient volume to hang around for
several years, and then make way for a new generation of extensions.
This process may continue on ad infinitum without ever really evolving the brand – making it more relevant, more contemporary, competitively advantaged.
Survival of the fittest is about more than merely hanging in there.
a brand to truly evolve, it needs to move beyond these experiments and
take a strategic view toward innovation of the entire ecosystem.
Perhaps the business model needs to evolve (see Netflix vs. Blockbuster
below). Perhaps the brand needs a different approach regarding channels
or supply chain. Maybe the consumer situation (the human genomic code?)
has changed and new needs have arisen, requiring repositioning or
structural packaging innovation. Maybe a new predator has emerged that
forces the brand to take a more defensive – or offensive – posture. Just as our species need to evolve, so do our brands. Settling
for “natural growth” only gets you so far – hyperadaptation of the
innovation ecosystem is needed to grow the legs that take you out of