When the concept of near field communication payment, or NFC mobile payment platforms, as they are known, became popular at the start of the decade, there was a rush from several suppliers to claim the lead.
While much has been written about when you should revisit your brand architecture and the things you should consider in doing so, often the conversations around how to structure brands seem to center on hierarchical concerns. “What do we have?” “How do we need to group it?” “How many levels?” “Is it consistent?”
Marketers face this dilemma every day. They must push some boundaries past the point of pain in order to get the jump and be competitive. At the same time, they must clearly stay within constraints such as ethics and regulatory requirements in order to retain integrity, reputation and a clean record.
It’s the thing that every brand craves – to be an unquestioned part of its customers’ lives. But how do you know you’ve become a truly trusted brand? Here are six ways to evaluate whether your brand is winning over today’s highly aware and cynical consumers:
“I think we can safely assume …” Actually, I doubt it. You can conveniently assume. You can quickly assume. You can naively assume. But I can’t think of any brand that can safely assume.
