What is the right pace for a brand to transform in an iterative economy? So often we’re told that success will stem from pushing the innovation accelerator flat to the floor. As proof, we hear about those companies that failed to innovate or didn’t respond quickly enough – and were buried. But is that true?
As you probably know, we spend most of our time helping our clients craft brand strategy, including the brand’s promise and its unique value proposition.
I’ve said for some time that brands seem to be taking more and more of their prompts from the fashion industry – in how they act and how they think. Not surprising, given that the upgrade economy now demands that brands refresh and update their products with increasing frequency.
I hope the days of vision and mission statements are nearly over.
What skills do great brand marketers possess? What about the characteristics of great marketers? What traits separate the good from the great?
