In our top 3 types of brands this is the fun one! Cool, start-uppy, following the tendencies and trying to act to it. This brand characterizes itself by always being ahead. Or at least willing to be. Profiling itself in the newest forms of media and style. On top of the trends.
The possible downside is that, when you don’t exactly know what you stand for, you won’t be able to tackle the ratrace in quickly changing developments. The outcome is that one isn’t flowing, but floating without exactly knowing where to.
The upside is that if you nail it, you get the consumer on your side. Longing for being part of your innovative brand.
Just one more tip: make sure you won’t only go with the flow in the latest technical developments, but also flow further in developing your style. Hipsters are hipstering themselves out. Unicorns, palm leaves and pineapples won’t last forever. So always be ready to move, in order to take the next ride.