So, how can companies “build a brand” when they’re already running a successful legacy business and leverage their tradition while remaining relevant? In our fast-paced hyperconnected world, social media channels have become imperative for brands, regardless if they are legacy brands or burgeoning startups. Nonetheless, I believe using a customer-driven innovative approach to target new audiences and keep core customers engaged is how legacy brands will thrive in today’s fast-paced startup ecosystem. Startups are often referred to as agile, disruptive and innovative companies -- characteristics typically not associated with legacy brands. To flourish, legacy companies have to make a commitment to stay innovative by seeking fresh, unconventional methods that deliver lasting value for clients and customers.

Source: Forbes February 28, 2019 12:56 UTC