new is the new black!

: 22  June 2015
How long can you wait?
…for a service rep on the phone, books from Amazon, the next TV episode, another Like on Facebook, a response on WhatsApp, the new smartphone that came out yesterday?
We’re all becoming more and more impatient. We can’t delay gratification and we lose interest quickly – yesterday’s big news is already old and irrelevant today.
The fast pace of modern life and rapidly evolving technologies have led us to develop low self-control and “weak ego boundaries”.
This idea comes from Freud’s theory of personality – someone who is unable to delay gratification may have an unbalanced identity that is not adequately regulated.
If Freud were alive today, it’s likely we’d all be diagnosed that way.
Information is available everywhere – a tsunami of messages that bombard us every minute of the day.
Social networks expose us to an absurd number of “highlights" in our friends' virtual lives, urging us to be more, do more, achieve more.
All of this makes us addicted to the new.
Everyone craves the new:
New jobs – every 2 years on average.
New spouses – approx. 50% divorce rate.
New smartphones – 63% of Israelis have upgraded in the last 2 years.
New governments – 33 Israeli governments in 66 years.
New cars – every 3 years on average.
New clothes.
New flavors.
New goals.
New thrills.
When our basic requirements for certainty, security, and other fundamental human needs are fulfilled, we seek out the growth drivers that supply us with everything that makes life worth living: new art, beauty, creativity – the material and the spiritual.
Basic needs have limits. A hungry person who has eaten his fill will not keep eating. But a person who has experienced something thrilling will always crave more.
Now brands have the opportunity to satisfy our emotional needs by supplying new experiences and innovative, captivating content day after day.
Relevant brands are the ones that know how to provide for the constantly-shifting needs of their audience.
Fear of change, losing assets, and not being recognized leads many brands to stagnate, become irrelevant and uninteresting, and get left behind.
Only brands that understand the need for constant innovation can survive.
Being new doesn’t necessarily mean being different or erasing all remnants of your past identity. It means preserving the most valuable aspects of your brand identity and innovating through them – finding new ways to tell our unique story in new language relevant to our audience.
If you’ve come this far, you obviously have huge self-control and patience.