chapter
Differential
WithMark Rowden
Pages 12

Culture and fashion can all influence direction and change. Some markets allow or expect more diversity than others. Even in a traditionally set market or one in which others may assume there is to be no further technological advance, could these expectations change? Some marketplaces thrive on even the slightest improvement. For example, some sectors of industry quickly accept virtually any difference, such as the entertainment industry, whilst other markets need greater reason of secure justification and evidence before they will react positively, such as the banking industry. A strong brand, even a youthful one with little early financial clout to back it up, can ride a surprising degree of market conflict. Fear of market disruption, especially emotive fear, will attract action. A bad telephone or Internet experience can do much more than reverse the intended position of any identity.