Introduction: the marketer's guide to time travel
Time is luck. Timing is everything. Time flies. Our existence is replete with references to time, its nature, its mechanics and its various theories. Ever so often however, we are well aware of its unforgiving and almost tyrannical nature. Its relentless move onward can often be a boon for brands that are able to stay in lockstep with evolving market and consumer trends. However, it can be a punishing burden for brands and organisations that are hobbled by their own inability to demonstrate the speed and alacrity to predict, and prepare, for the...