The Shapeshifter
“It’s important to stay true to your principles and core identity.”
Culture or vibe shifts are constant. They can be sudden and shocking. When there's a change in the prevailing cultural atmosphere, it can feel unsettling and difficult to navigate. One day, you wake up and notice that the world feels and looks different; the way in which people walk and talk and dress has suddenly changed.
What do I do now? Do I have to change and adapt, too?
The world of branding and marketing is obsessed with these cultural shifts. The industry is inherently tied to the movement of culture (trends, habits, values, wants and needs) as a driver of commerce - to sell more goods and services to people.
You can look at this in two ways:
1. The brand as a shapeshifter.
In order to stay relevant, businesses must constantly adapt like 'shape shifters' to reflect the latest vibes or contemporary trends. Businesses have to re-evaluate, adapt, change, evolve and, in some cases, rebrand their identity to stay connected. They become almost a slave to trends.
This sounds exhausting. But is it just part of the game?
2. The brand as a conduit.
Business see vibe shifts as moments of exciting change, new energy and opportunities to grow. It can be incredibly rewarding to learn about how society and culture are evolving, and how your customers are changing, too. Brands may enthusiastically adapt to the new environment to revitalise their products and services.
In summary, it's important to stay true to your principles and core identity. It's also important not to manufacture change. Embracing trends and vibe shifts masterfully and thoughtfully is the key to creating sustained success. You don't want to blindly jump on the bandwagon of a trend or a cultural moment and patronise your audience by speaking down to them - rather, you need to have the confidence to adapt in your own way.