A recent, widely circulated study found that one-third of Americans who bought a wearable tech product ditched it within six months. So why are companies as diverse as Google, Nike, Pepsi, and Disney pumping plenty of cash—and new life—into the technology.
[This is the first in a five-part series from Jump Associates.—Ed.]
Large companies looking to jump-start growth tend to be more successful when reinventing an existing brand than creating one from whole cloth. However, not all brands have the same potential for growth through revitalization. All too often, at the sight of declining sales, the knee-jerk reaction is to try to reinvent a brand without asking if it’s worth the investment in the first place.
Reddit's Alexis Ohanian, @TheRecruiterGuy's Chris Hoyt, and Behance's Scott Belsky talk about the importance of shower time, living with your parents, and "dangerous engagement," among other things—in a SXSW panel moderated by Fast Company's Anya Kamenetz