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A couple weeks ago, Bret Baker asked the GBH Sightlines community what he prefaced as "a loaded question." After reading our Sightlines Premium piece about the potential value of "newness," he wanted to know: "how exactly does one break the 'New Cycle?'"
“Lots of examples of relatively larger brands being squeezed by what appears to be a 3-5 year lifespan for a brand, and smaller breweries just put a one and done life on tens to hundreds of brands," he wrote in our Slack channel.
"Is it possible to break it?"
Answering that question starts with another one: if you have a core brand that has plateaued—which direction should it go next? Sign up to read more.
This article is part of the Sightlines Premium channel. Only subscribers have access to the content, and the community discussion.
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