Opinion: Move with the times to keep relevant

Logistik's James Wilkins argues that businesses will be left behind if they don't keep evolving.

Opinion: Move with the times to keep relevant
Opinion: Move with the times to keep relevant

In economic times such as these, knowing when to make significant changes to a brand offering, including the very essence of its branded identity, can be exceptionally difficult. While it remains essential to constantly develop as a business organism in order to remain relevant, for many the process of diversifying can be intimidating.

An offering that is no longer relevant will quickly be left behind, even if the brand identity has remained sturdy in the face of economic and social change. However, being seen as a brand that bows in the wind to every changing demographic or sector-based trend will always dramatically decrease its ability to create identity stability and thus loyalty.

As a company that has been dealing successfully in the strategic communications and events industry for 15 years, and attempting always to break ground in the sector as a whole, we at Logistik Group recently battled through these questions.

Noting recently the limitation and cost inefficiency of having to outsource some of our technological services on the audio-visual side, after much consideration we created a new division to solve the problem. Logistik Technical, providing world class audio-visual event production, was designed to cater fully to the needs of our clients while maintaining the Logistik standard across the board.

This new division was supported by a brand-wide refresh. The process was a complex one as we looked to maintain our core values while moving with the natural oscillations of the business over the past years.

It is well known that doing one or two things exceptionally well, along with a strong talent pool, are what any company will live and die on. Being able to mutate and communicate this skill accurately is half the battle and thus we must never be afraid to advance our offering and shift our brand identity in line with a wider awareness of the business' ultimate goals.

James Wilkins is managing director, Logistik Group

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
New regional vice president for ILEA

New regional vice president for ILEA

International Live Events Association appoints new RVP for EMEA who will work with regional chapters.

'Your phone and computer have off buttons and you do deserve a break sometimes'

'Your phone and computer have off buttons and you do deserve a break sometimes'

A-List 2019: Francesca Secola, event manager, Pure Events

'Real step change' in how destinations attract business

'Real step change' in how destinations attract business

VisitBritain's Kerrin Macphie discusses international strategy and 'mapping out' the UK's business events capacity.

Telford to welcome eye specialists in 2020

Telford to welcome eye specialists in 2020

College of Optometrists' annual congress Optometry Tomorrow will be held at Telford International Centre in 2020.

'It's important to demonstrate that you can work out of your comfort zone'

'It's important to demonstrate that you can work out of your comfort zone'

A-List 2019: Georgia O'Rourke, event manager MCI Experience.

Paris to host 2021 European Society for Medical Oncology congress

Paris to host 2021 European Society for Medical Oncology congress

Doctors and cancer research professionals will gather at the Paris Convention Centre in September 2021.

The 5 most common event planning mistakes

The 5 most common event planning mistakes

From budget woes to lack of cultural sensitivity, don't let any of these problems ruin your day, says event director Mauri Gómez.

License to chill: Follow in Bond's footsteps

License to chill: Follow in Bond's footsteps

With new details about the latest filming locations in Jamaica released, we look at some of 007's previous business trips.

There is an industry expectation for people to 'work for free' to get experience

There is an industry expectation for people to 'work for free' to get experience

A-List 2019: AOK Events' senior account manager Louise O'Keeffe.

Top 6 incentive travel destinations named by CR Worldwide

Top 6 incentive travel destinations named by CR Worldwide

Game of Thrones location, an island dubbed the new Ibiza and a landlocked land of gorillas have all been tipped by incentive experts.

LATEST JOBS