Disrupt the Tired Brand Strategy Script for Failing Companies

FTD, a flower delivery brand that has been around for over a century, filed for chapter 11 bankruptcy protection this week after buying a rival start-up in a different business model. This represents a typical and failed brand strategy that we see all the time. Instead of ignoring the changing industry and audience dynamics, companies should invest in market and competitor intelligence to truly understand customers and the market. They should hire leaders from dynamic and disruptive companies, integrate them into the business, and throw all the money they can at technology.