Will the Mini-lution be Televised?

Adam Hanft, a futurist and brand strategist, argues that, when considering a rebranding, companies should not have to decide between a revolution or an evolution. The former, he says, “take too long and are expensive traps set by branding agencies” and the latter are “an excuse for wimpy gradualism and incrementalism” while both are a “reflection of brand narcissism”. Instead, he proposes brands adopt “mini-lution” moments, which are “an attention hack that seizes each opportunity as a shock and awe moment on its own” while also needing to be an “explosive idea grenade”. My guess is that he intended for the “mini-lution” term to be a “mini-lution” of its own but this grenade feels like a dud. (Photo by Fred Moon on Unsplash.)