If you’re placing your bet on a specific future vision, then you’re taking a risk.
Placing bets on the future should feel risky. But risk cuts another way, too. Old brands demand authority among consumers… and they’re quickly losing marketshare because that’s an old model that simply doesn’t work today. Most founders already realize that. What they don’t always get is that new and emerging brands must earnauthority by taking bold risks. This is especially evident in luxury (which is basically an exercise in pure brand strategy). Source: Medium.com
