Survival doesn’t belong to the biggest brand or the smartest strategist. It goes to the brand that can bend most easily when conditions shift. Social life, the economy, and technology are evolving at a pace never seen before, which makes it harder than ever to earn the attention of today’s shoppers. Consumers now pivot instantly—changing where they are, how they behave, and even who they feel they are from one moment to the next. Fitzroy believes that in this new landscape brands must be just as nimble as the audiences they serve—and as the rivals they face.
