By Gordon Beattie

The secret of marketing is anticipating change ahead of the consumer.

Unfortunately, many brands don’t see change coming and are forced to chase the customer.

The corporate graveyard is littered with the tombstones of brands that were too slow to adapt.

So how do you ensure your brand does not end up lying beside them?

Here’s a three-step plan…

First, feel frightened. Get out of your comfort zone. Realise that change is just around the corner.

Second, look at the competition. Watch new brands, not old brands. New brands are the innovators.

Third, don’t copy them. Improve on what these radical pioneers are doing.