2009 marks 200 years since the birth of Charles Darwin and the 150th anniversary of his seminal work, “On the Origin of Species.” In general terms, Darwin observed that adaptation to environmental conditions was a key factor in evolution; the fittest of the species survived, passing their traits onto the next generation. However, a natural catastrophe can accelerate this process—one of many theories explaining the fast evolution of mammals.
2009 also marks an unprecedented crisis in the global financial market. This catastrophe has already caused the extinction of a number of financial institutions and is killing off some century-old companies. However, that which causes death can also enable others to evolve. In times of crisis, therefore, one should not hope for the proverbial calm after the storm—holding on to things as we’ve always known them is the fastest way to extinction. Brands must understand the deeper changes under way in their industries, in their environment and in their relationships with people so that they can adapt to change and evolve. —with contributions from Paulo Macari
Reminds me of the regenerative power of a forest fire. The heat that decimates and clears the path for growth also spurs the young seedling to germinate. The key here then for brands is to understand how to translate the disruptive energy potential of the current crisis into fuel for future innovation, for new ideas to spring forth and repopulate the forest anew. Industries and brands will certainly topple and transform, and ones unimagined will also be born.