Innovation for the Sake of Permanence
A greater reliance on technology has given rise to a desire for tradition as well. In the world of brands, innovating while reinforcing the brand’s identity taps into this bi-lateral need.
People who have for the past fifteen years acclimated to the ephemeral and limitless nature of digital goods are reacquiring a taste for things that feel enduring, authentic, and worth keeping.
In the article from Inc. , “Innovation for the Sake of Permanence“, John Gerzema gives some interesting insights.