Simon Yoxall, managing partner at Iris, a global creative innovation network that counts Samsung, LEGO, adidas, KFC, and Starbucks among its brands, agrees: “It’s down to risk-aversion, not wanting to alienate themselves and trying to appease a broad customer base, explains Yoxall, who leads a team of creatives from Iris’ New York office. ”Playing it safe is dangerous – you risk meaning nothing; brands that can successfully and credibly root themselves in to the culture that a consumer is interested in, and do so in a ‘stand out’ way, are going to find much greater success, and long term success at that.”

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