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OPINION: After Darwin, what have we learned?

By Holger Ambroselli, managing director, Base One Amsterdam

In The Origin Of The Species, which was published two centuries ago, Darwin said a number of things that brand managers would do well to listen to now.

He coined the phrase 'survival of the fittest' to explain that the species that is the best adapted to its environment is the one that will survive. That a species had to 'be different or die' is another central tenet of Darwinism. He explained that evolution is mainly driven by relationships, learning, defence and earning.