From start-ups to multinational brands, from nonprofit organizations to academic institutions, from media organizations to online businesses, we look at how a range of companies in a range of categories approach disruption. How and why some take it on and overcome it, while others are overcome by it. Shift Ahead offers a smart, calculated approach to knowing when to change course and how to pull it off. Packed with insightful interviews, this book brings every external and internal factor into view: competitors, risks, culture, finances, and more. It teaches readers how to spot warning signs that it’s time for reinvention; how to overcome barriers in the way of future goals; how to maintain authenticity when shifting gears – or direction, and how to execute a bold change…brilliantly.
Branding consultant and Metaforce co-founder Allen Adamson compared the change to KFC. “The name limited them to a category,” Adamson said, “and this move allows them to grow the business.” Read more… https://www.adweek.com/brand-marketing/behind-the-rebrand-how-dunkin-retool-its-marketing-to-become-a-beverage-first-company/
While not transformational, Woods’ win should provide a boost to Nike’s golf apparel business, marketing consultancy firm Metaforce co-founder Allen Adamson said. “His win is good for golf and it’s good for Nike,” he said. Read more…
“Nike has always been about iconic athletes,” Allen Adamson, brand expert and co-founder of marketing solutions business Metaforce, said. “Consumers want to know not only what you make but what you stand for. It’s not Read more…