The movie 21 Jump Street from 2012 offers more than just laughs; it provides a surprisingly insightful lesson for brands striving for enduring market relevance. In this reboot of the classic TV show, two undercover cops, played by Channing Tatum and Jonah Hill, are sent back to high school to infiltrate a drug ring. A memorable early scene perfectly encapsulates a critical challenge faced by businesses in dynamic markets: the need to adapt to stay ahead.
Initially, Tatum’s character, drawing on his past high school popularity, confidently advises Hill to simply replicate his old “cool” persona. They arrive at school in a classic muscle car, backpacks slung over one shoulder, and attitudes projecting nonchalance. However, their attempt to recapture past glory immediately backfires. They encounter the contemporary “cool kids,” who value academics, environmental consciousness, and sensitivity – a stark contrast to the outdated norms Tatum’s character expects.
This humorous clash highlights a fundamental truth for any brand aiming to maintain its strategic position: clinging to past successes without adapting to the present context is a recipe for irrelevance. Just like the Jump Street cops discovering that the rules of “cool” have drastically changed, brands must recognize that market dynamics are constantly evolving. What once resonated with consumers may become outdated and ineffective if not adjusted to reflect current values and trends.
To put it simply: in the ever-shifting landscape of the market, continuous movement and adaptation are essential to maintain your ground. This concept, often missed by brands, is crucial for long-term strategic consistency. While consistency is often interpreted as “staying the same,” true strategic consistency actually demands constant evolution in execution. Brands must understand that genuine, lasting market position is achieved through continuous change, aligning their actions with the ever-evolving expectations of their target audience.
Consider Innocent Drinks, a brand that initially revolutionized the UK beverage market. They launched with a powerful positioning centered on health, purity, naturalness, and simplicity, perfectly capturing the zeitgeist of the time. Their smoothies were innovative, entering a market dominated by less healthy soft drinks. Innocent successfully challenged the norms of beverage consumption, offering an “innocent” alternative to sugary sodas. They masterfully carved out a key strategic space in the market.
However, Innocent’s approach to maintaining this position proved to be their undoing. For two decades, they largely adhered to their original formula. While product extensions emerged, they remained within the juice and smoothie category. Furthermore, their distinctive “twee” tone of voice and quirky packaging style were widely imitated, diluting their unique brand identity. Crucially, the cultural understanding of “innocence” – encompassing health, ethics, and naturalness – shifted dramatically. Growing concerns about sugar consumption, for example, transformed juice from a health virtue to a potential vice. These cultural shifts gradually eroded Innocent’s once-firm grip on their market position.
Like Tatum’s character in Jump Street, Innocent failed to adapt sufficiently to the changing demands of their market context. While this didn’t lead to commercial ruin – they remain a successful mid-market brand under Coca-Cola’s ownership – they did lose their pioneering cultural relevance. Innocent’s story illustrates how a brand can inadvertently change its market position by failing to embrace change itself. The more a brand proactively evolves, the more it stays true to its core strategic intent; conversely, the less a brand adapts, the further it deviates from its original position.
Apple presents another example of a brand arguably experiencing a similar phenomenon. Since the passing of Steve Jobs, some argue that Apple has become somewhat stagnant, relying on past innovations rather than driving radical change. While still commercially successful, their position as a groundbreaking innovator might be perceived as less dominant than in previous eras.
On the other end of the spectrum, Nike stands as a prime example of a brand that has successfully maintained its strategic position through continuous adaptation. Since the 1970s, Nike has consistently represented the spirit of overcoming obstacles and pushing boundaries. Their iconic “Just Do It” slogan embodies the application of willpower and determination in the face of challenges. Nike masterfully manifests this core value in ever-evolving ways to remain relevant. Recently, this has included aligning with social justice movements championed by their athletes, reflecting contemporary struggles and reinforcing their brand message of overcoming adversity.
Many businesses struggle to believe that a single core strategy can endure for decades. They mistakenly believe in constant brand “refreshing” and “updating” to avoid becoming stale. Nike demonstrates that this is a misconception rooted in the idea that a strategy has only one fixed execution. Powerful strategies are timeless and offer endless possibilities for contemporary execution.
For lasting success, businesses need to identify and cultivate a core value proposition that is inherently timeless and adaptable – something that resonates across different eras and evolving cultural landscapes. This timeless value becomes the stable foundation upon which a brand can continuously innovate and execute, strengthening its market position over time until it becomes inextricably linked with the brand itself.
Consistency remains paramount, but it is not at odds with change. In fact, in dynamic markets, change is the engine of true consistency. By embracing adaptation and continually evolving their execution, brands can effectively implement a “Jump Street” strategy, ensuring they stay relevant, resonant, and ahead of the curve in the ever-changing world of business.
