AI AM Academy

Using Marketing with an Adaptive Business Strategy

By Stephen Matich

While it’s not incredibly common, several businesses in recent history have completely transformed or significantly expanded their offerings in response to changes in technology and customer needs. The key to doing this successfully lies in strong branding. When a brand has a clear identity and deeply understands its purpose, vision, and values, it becomes capable of evolving its core products or services. The key lesson here is the crucial role branding plays in enabling this transformation. Although you can redefine your brand’s purpose and vision, adaptability becomes much easier when following a marketing-centric business strategy. This approach naturally positions a company to deliver new or improved value to its customers dynamically, making strategic pivots more seamless and effective.

The Power of Marketing in Business Evolution

In today’s rapidly evolving business landscape, companies that succeed long-term are those that embrace adaptability. Marketing, often seen solely as a tool for promoting products and services, can actually play a pivotal role in driving strategic shifts within a company. When businesses use their mission, values, and vision as a compass, they can pivot their offerings, redefine their brand, and stay relevant in the market.

This kind of agility is much harder for companies that don’t follow a marketing-centric business model. Traditional models, which are primarily focused on selling specific products or services, tend to lock businesses into a narrow path, leaving little room for evolution or adaptation. In contrast, marketing-driven companies are more flexible, allowing them to innovate and adjust based on changing customer needs and market trends.

Let’s explore some companies that have successfully shifted their core products or services as part of a marketing-driven adaptive strategy, and how their commitment to their brand’s purpose guided these transformative changes.

Netflix: From DVD Rentals to Streaming Powerhouse

Mission/Vision Shift: Originally, Netflix was a DVD rental-by-mail company. As their vision for the future of entertainment evolved, they recognized that streaming media, rather than physical rentals, would be the future of how consumers access content.

Marketing’s Role: Netflix’s mission was always centered on providing convenient access to entertainment, and their marketing emphasized ease and accessibility. As technology and consumer behavior shifted, their brand vision adapted, and they leveraged marketing to promote their streaming service as a natural extension of their original mission.
Outcome: Netflix’s ability to pivot from DVDs to streaming not only kept them relevant but also positioned them as a global leader in on-demand content.

Amazon: From Online Bookstore to Global E-commerce and Cloud Computing Leader

Mission/Vision Shift: Amazon began as an online bookstore in 1994, but founder Jeff Bezos had a broader vision: to create a company that was “customer-obsessed” and able to offer anything consumers might need. Over time, Amazon shifted from being just a retail site to becoming a global e-commerce giant, a leader in cloud computing (Amazon Web Services), and a major player in logistics and entertainment.

Marketing’s Role: Amazon’s marketing has always focused on the core value of convenience and customer-centricity. Its tagline, “Earth’s most customer-centric company,” drives its product offerings and services, and this commitment to customer satisfaction guided Amazon’s expansion into various industries.
- From Books to Everything: Amazon first expanded its product range from books to include electronics, clothing, groceries (Amazon Fresh), and nearly every consumer good imaginable.
- Expansion into Services: To further align with its mission of serving customers, Amazon branched into services like Amazon Prime, offering faster shipping, video streaming, and cloud storage. It used marketing to emphasize convenience, speed, and variety.
- Cloud Computing: Amazon Web Services (AWS) became the company’s largest revenue driver, demonstrating how Amazon’s vision of providing digital infrastructure evolved to serve not only consumers but businesses as well.
Outcome: Amazon’s pivot from an online bookstore to a tech giant was driven by its customer-centric vision and marketing strategy. Today, Amazon is not only the world’s largest e-commerce company but also a leader in cloud computing, logistics, and digital streaming.

LEGO: From Building Blocks to Entertainment and Education

Mission/Vision Shift: LEGO was primarily a toy company focused on selling building blocks. However, as they recognized the importance of creativity, education, and innovation in their mission, LEGO expanded into movies, video games, and education (STEM-focused kits).

Marketing’s Role: LEGO’s marketing shifted to emphasize the brand’s broader vision of unlocking creativity and imagination. This allowed them to target new markets—families, schools, and digital media. Their products now extend beyond toys to entertainment and learning experiences.
Outcome: By shifting their mission and aligning their marketing with broader cultural values around creativity and education, LEGO has remained a beloved brand while expanding its reach far beyond its original product.

LG: From Home Appliance to Innovation and Smart Technology

Mission/Vision Shift: LG Electronics started in the 1950s as a manufacturer of radios and home appliances. However, as technology advanced and customer needs evolved, LG shifted its focus toward becoming a global innovator in electronics, emphasizing smart technology, innovation, and sustainability. Their mission evolved from basic consumer electronics to a vision of “Life’s Good”, where their products enhance consumers’ quality of life.

Marketing’s Role: LG’s marketing shifted over time to focus on innovation and cutting-edge technology, moving beyond appliances to become a major player in the electronics market. As consumer needs changed, LG’s marketing emphasized:
- Smart Home Solutions: LG leveraged its expertise in home appliances and electronics to pivot into smart home technologies, including smart refrigerators, washing machines, and air conditioners that connect to the Internet of Things (IoT).
- Sustainability and Design: LG also focused on promoting energy-efficient, eco-friendly products to align with growing consumer demand for sustainable solutions. This shift is reflected in their marketing, which emphasizes both advanced design and eco-conscious technology.
- Premium Electronics: In addition to home appliances, LG became a leader in premium electronics such as OLED TVs, smartphones, and wearable technology, marketing itself as a brand for consumers seeking both style and cutting-edge tech.
Outcome: LG successfully repositioned itself from a traditional electronics company to a global innovator in smart technology and consumer electronics. Their focus on innovation, smart living, and sustainability has allowed them to stay competitive in the rapidly changing electronics industry.

Patagonia: From Outdoor Apparel to Enviornmental Advocacy

Mission/Vision Shift: Patagonia’s original focus was on high-quality outdoor gear, but as the brand’s values around environmental sustainability grew stronger, they began to shift toward becoming a leader in environmental activism. Their marketing heavily emphasizes this commitment, which drives their business strategy.

Marketing’s Role: Patagonia’s marketing focuses on environmental responsibility, encouraging customers to buy less, repair their gear, and support environmental causes. Their mission of protecting the planet aligns with their marketing efforts, which in turn influences their product strategy and business operations.
Outcome: Patagonia has successfully positioned itself as a purpose-driven brand, increasing customer loyalty and setting itself apart in the crowded outdoor apparel market by committing to environmental sustainability.

Slack: From Video Game to Workplace Communications Platform

Mission/Vision Shift: Slack started as a gaming company called Tiny Speck. The internal communication tool they developed for their team became the real product of value, aligning with their vision of simplifying work communication. They shifted their focus to build a business communication platform.

Marketing’s Role: Once Slack shifted its business model, its marketing focused heavily on the value of collaboration and productivity, marketing itself as a tool for businesses that needed a better way to communicate. Their mission shifted to helping teams work together seamlessly, and this new vision guided both their product and marketing.
Outcome: By aligning their marketing strategy with a new value proposition centered around workplace productivity, Slack became a leading collaboration tool for businesses around the world.

RISO: From Duplicators to Eco-Friendly Printing Solutions

Mission/Vision Shift: RISO, originally known for its duplicator machines, made a significant shift to focus on high-speed inkjet printing solutions, with a strong emphasis on environmental sustainability and cost-effective printing. As digital transformation took over the traditional duplicator market, RISO embraced new printing technologies to remain relevant, focusing on industries that need fast, reliable, and eco-friendly printing options, such as education, government, and commercial printing sectors.

Marketing’s Role: RISO’s marketing moved away from promoting traditional duplicators to emphasizing the benefits of its high-speed inkjet printers, which are not only faster and more efficient but also energy-saving and eco-friendly. The shift in their messaging highlighted their commitment to sustainability and reduced operational costs for businesses and institutions.
- Sustainability as a Core Message: RISO marketed its products as environmentally friendly alternatives to traditional printing methods, using less energy, fewer resources, and non-heat inkjet technology.
- Appealing to Institutional Buyers: Their marketing focused on large organizations like schools, universities, and government offices, where high-speed, cost-effective printing with minimal environmental impact is a priority.
Outcome: RISO successfully pivoted from being known primarily for duplicators to a leader in high-speed, eco-friendly inkjet printing technology, maintaining its presence in the printing industry while addressing the evolving needs of environmentally conscious customers.

Marketing as the Driver of Business Transformation

Technology-Driven Adaptation

One key theme among these companies is their ability to analyze the core benefits of their products and allow technology to transform those offerings while preserving the same underlying value. Riso is a perfect example of this. Originally known for their duplicators, which were celebrated for being cost-effective and economical, Riso faced significant challenges as traditional copier technology advanced. Copiers began to outpace duplicators, becoming more economical and versatile.

Instead of stubbornly sticking to duplicators, Riso took a step back and recognized the real value in what they were providing. It wasn’t just duplication or replication that set them apart—it was the cost-effectiveness, high-speed performance, and eco-friendliness of their machines. This insight led them to shift their product strategy and develop FORCEJET Technology, a groundbreaking high-speed inkjet printing system. Traditionally, inkjet printers were known for being expensive, slow, and inefficient, but Riso turned that narrative on its head. They embraced innovation to deliver high-speed, eco-friendly inkjet printers that retained the cost-efficiency of duplicators while offering new technological advantages. This pivot allowed Riso to remain competitive in a rapidly evolving industry while staying true to its mission of providing affordable, efficient printing solutions.

Leveraging a Strong Mission: LG's Expansion Beyond Appliances

Similarly, LG has been a shining example of how a company can use its mission and brand values to not only refine its offerings but also expand into new product categories. LG’s tagline, “Life’s Good,” has guided the company’s marketing and innovation strategies for decades. Initially known for its home appliances, LG used this vision to explore how it could bring more utility and comfort to its customers’ lives in areas beyond just household products.

This mission-driven marketing approach allowed LG to seamlessly expand into consumer electronics, including smartphones, entertainment systems, and smart home technology. By consistently focusing on how its products could make life easier, more efficient, and more enjoyable for consumers, LG has been able to diversify its offerings while maintaining a cohesive brand identity. It’s one of the best examples of using marketing to refine and expand a business offering without losing sight of the company’s core values.

Customer-Centric Mastery: Amazon's Evolution

Perhaps one of the most famous examples of adaptive business strategy is Amazon. The company started as an online bookstore but soon recognized the potential to offer more. Guided by its customer-centric approach and a relentless focus on making shopping as easy and convenient as possible, Amazon expanded its offerings to become the world’s largest e-commerce platform.

What makes Amazon’s story particularly powerful is how it leveraged its core competencies in logistics and technology to fuel its expansion. The company didn’t just stop at selling books—it built an unmatched infrastructure that allowed it to sell everything from groceries to electronics. Amazon’s expertise in logistics, supply chain management, and customer data analysis created a scalable model that has made it a dominant force in industries far beyond retail, including cloud computing (through Amazon Web Services) and entertainment (with Amazon Prime).

Amazon’s ability to continuously adapt its business model is a prime example of how a company can evolve from a single-product offering to a multi-faceted business empire by staying focused on delivering value to customers. Its marketing strategy, centered on convenience, innovation, and customer satisfaction, has been crucial in guiding this transformation.

The Common Thread: Marketing as Strategic Driver

In each of these examples, marketing didn’t just serve as a promotional tool—it was an integral part of defining the company’s strategic direction. Whether it was Riso recognizing the need to shift from duplication to high-speed, eco-friendly printing, LG expanding into new product categories based on its mission to improve everyday life, or Amazon using its customer-first focus to scale into a tech and logistics giant, marketing provided the framework for these shifts.

By focusing on what truly matters to their customers and staying aligned with their core values, these companies were able to pivot and grow, turning challenges into opportunities. Marketing isn’t just about selling products—it’s about listening to customer needs, understanding market trends, and using those insights to shape a company’s evolution.