Think about the tear-stained debates about whether Jaguar should offer a diesel. Or the debate as to whether BMW and Co. should sell hatchbacks. Or the switch to front drive (and back).
What these discussions have in common is that they relate to the “tension between consistency and relevance”. That is the title of a paper from the J. Acad. Mark. Sci which I have been reading. The authors are Beverland, M. et al who relate design thinking and brand ambidexterity as a means to allow companies to Continue reading “Turn Your Heels to the Shade and Shuffle Down the Lane, Peggy”