Brand Survival

April 11, 2011

Charles Darwin was a misunderstood man. But perhaps his most misunderstood line was the supposed doctrine of the ‘survival of the fittest’, by which he meant fittest for purpose rather than the largest or fastest. “It is not the strongest of the species that survives,” he said, ‘nor the most intelligent, but the one most responsive to change.”

As in nature, so in marketing. The speed of technology and changes in society means those responsive marketing beings sensitive to the changing commercial habitat have most to gain from changing consumer trends. With tough times ahead, the Irish marketplace is packed with brands facing threats to their very survival. Almost inevitably, a few dinosaurs will fall away. Yet it need not happen. With insight into the needs of clients and consumers, companies not only survive, but prosper in the ever-changing environment.

Brand Survival

It was all on show last week in Lisbon, at the OMD EMEA Insight Conference. This is where our European counterparts were falling over each other in an effort to showcase inspiring examples of how they are responding to their own market conditions. In Lithuania, the OMD office faced a very specific challenge. The beer company Utenos, spotting a gap in the market for a dark beer for female drinkers, wanted to fill it with their own brand Utenos Tamsus Lengvas, (Dark Light). The campaign kicked off with a huge display of lanterns, lit up by members of the public and then sent into the night sky. The event sparked a campaign across traditional media including  tv and print using images from the event. An emotional connection with the target was made, and sales went through the roof.

Smart insights are needed now more than ever. Tough economic circumstances and changing technologies mean it’s a fight for survival. Firms who respond to their changing surroundings will come out in a better position than before. Ask Darwin.



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