It's a mad, mad, mixed-up world we are living in. The linear path to anything — jobs, family life, purchases — is now a long and winding road with change lurking around every corner. How are brands adapting to this chaos? They are reinventing themselves by partnering in unexpected ways and creating “mashed-up” new products. Partnering with other brands isn’t unprecedented, but refreshing old categories and creating new genres with innovative mash-ups ensures that in this “new normal world,” the shopper doesn’t see your brand, product or service as ... the same old thing.