Stay relevant.

Brand health is not about brand size. The biggest brands can come undone when new innovations make old brands irrelevant. Know what the competition is up to. Be aware of new trends and developments and understand your stakeholders’ changing worlds. Innovation is key to brand success and this is not limited to the functional benefits of the brand. A brand that sets the trends rather than reacting to them is likely to be seen as different and more popular. Stay flexible. If traditional methods are not producing results or entrenched development cycles are holding back innovation, find a way to become more agile and try something new. You do not have to bet the barn to do this – you can try things out to see what results you get and then implement more broadly if it works.