Everyone talks about the need for brands to keep up with consumer demand, yet, curiously, some brands have lived on beyond their purely functional need, largely because they carry with them associations that continue to burn strong.
How do you drive home a strategy to fulfill your future, when everything around you is changing?
Every product or service category is governed by a set of assumptions that define the space in which the established brands compete. Every now and again, however, one brand asks the question, “Does it have to be this way?”
In an age where products are increasingly similar and of equal quality, the opportunities to compete just on the basis of what you sell are disappearing. In fact, I’d go further than that and say, they’re as good as gone. Even if you know that your product has some sort of technical advantage over that of a rival, the chances of you continuing to hold that advantage or of that advantage being of such significance...
Relationships are becoming more one on one; communications are becoming faster and more frequent; customer loyalty cycles are becoming shorter – and yet organizations, returning to merger mode after the global financial crisis, are scaling to breathtaking size.
