The Edge explained: die-versification
“Pivot or die” is less of a business strategy and more of an ultimatum. Brands are eking out a new lease on life by diversifying their offerings into entirely new industry sectors. We coin it “Commercial Darwinism.”
Why it is relevant: The COVID-19 Effect
Extreme shortages and a global pause on purchasing has brands going beyond their forte to be a force for good. From LVMH haute hand sanitizer to 3D-printed respirators and fashion-forward face masks, businesses both big and small are pivoting to fill gaps amid a global pandemic.
What If …
Brands played to their strength. How can a by-product of your business fill the void of something in high demand?
An Edge is a cultural shift or cultural value where brands can identify insights and opportunities to play into. Edges provide direction on emerging and evolving cultural, consumer and category behaviour.
A Trigger is an accurate observation of a fact that occurs in the world around us, but that may be indicative of a possible macro shift in society in the short term or medium-to-long term.