Colin talks with Allen Adamson about maintaining brand relevancy in a fast-changing marketplace.
Allen Adamson is a brand guru. He is the founder of the branding agency Metaforce, as well as an author of four books regarding branding. He has taught at New York University, Cornell, and Harvard.
I was honored when he reached out to talk about his latest book: Shift Ahead. He was concerned when he saw his clients asking for surface level solutions for deeper problems. The market was leaving these businesses behind, and their business model and soon their brand was going to be out of date.
Shift Ahead, available on Amazon, is a guide to actively look for changes in the marketplace and maintain your position. It also is a framework for innovation which can allow you to shift ahead of your competitors.