As Wolves Move Rivers, Innovation Shifts Brands
In a land dominated by the timid, a hungry pack introduces urgency—and a useful fable for industry transformation.
When wolves were reintroduced to Yellowstone Park in 1995—after a gaping 70-year absence—ecologists waited with bated breath to see the effects. Despite a variety of human efforts, the deer population had essentially overrun Yellowstone. Competing for food, they had grazed away much of the park’s vegetation. The area’s inhabitants were homogenous, resources were scarce and the rivers low.
This is where a small pack of wolves came in, changing the game.
Why a story about wildlife when we’re talking brand innovation? In a word: attitude. Below, a short film on urgency, vision and how to leap into a landscape worth changing.
Bryan Goodpaster is Senior Creative Director of Trends at LPK, where he is often called upon for his non-traditional approach and strategic consultancy—helping crack wicked brand problems and strategic conundrums for many category-leading brands. Unbound by methodologies and traditional design thinking, Bryan’s deep consumer empathy drives him to be as creative in his approach and process as in his outputs.