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Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition by Joan Kiddon, Larry Light

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27. Truth #8: Stay Relevant

Never lose touch with the customer, the customer’s needs, their occasions, and their competitive sets. Never take your eye off the ways in which the world is changing. And be anticipatory and flexible. Use R&D to see ahead. Understand how your brand can stay relevant in a changing environment. Are there other ways in which the brand can use its authority for new ideas?

Kodak lost its footing when digital film took over haloid. While Kodak defended its past, Fuji focused on creating its future. Fuji saw that the company did not work on “film” per se; it worked with molecules and elements. By seeing a bigger picture, Chairman Shigetaka Komori shifted the company’s focus away from film and into science, diversifying Fuji ...

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