siliconindia | | April 20178ADAPTATION IN A MULTICHANNEL WORLD:WHERE DO BRANDS GO FROM HERE?By Nick Foley, President - Southeast Asia, Pacific & Japan, LandorIn today's fast-paced hyperconnected world, marketers must consider how to best respond to the growing demands of millennials. A re-cent study by Landor ­ The Agility Paradox ­ identified that millennials expect brands to embrace change. Therefore it's no wonder that many brand custodians are adapting to new ways of engaging with consumers, par-ticularly with younger demographics. In cluttered marketplaces where products are just a button-click away, creating differen-tiation and resonance with consumers is key. Reaching consumers is now easier than it has ever been, but selecting the best channel to do so has never been harder. Brands that adapt to cater to younger consumers have less to fear than brands that resist change and continue clinging to their traditional customer base. At Landor, we know that today's strongest brands thrive because they are agile. Where others see adversity, agile brands find oppor-tunity. With the advent of new technologies and the ubiquity of social media, agility has become especially critical at the intersection of brand and technology.Brand Meets Tech: The Netflix `Ribbon N'Late last year, Netflix attracted significant at-tention with the addition of a new `N' logo to its visual identity suite. There's nothing un-usual about this change; companies regularly update their identities to stay relevant. The in-triguing aspect about Netflix's shift comes in the last sentence of its accompanying release IN MY OPINIONHeadquartered in San Francisco, Landor is one of the world's pioneer branding and design consulting firms. It enables businesses to have a strong brand presence by offering a suite of branding services that include strategy & positioning, identity & design, brand architecture, innovation, naming & verbal branding, research & analytics, and many other services.Reaching consumers is now easier than it has ever been, but selecting the best channel to do so has never been harder
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