While the business world moves at its greatest pace, brands must remember that the basic expectations of the people it serves are holding steadfast. And that the customer’s experience with your brand will always be shaped by the driving power of human needs.
Friction is the difference between the way things are and the way they should be. It’s the big things that prevent us from being who we want to be. It’s the little things that prevent us from doing what we want to do.
Over at AdForum.com Jacques Van Niekerk, Wunderman Data’s CEO, shares his perspective on why agencies are merging with data companies.
Until a few years ago, my answer to the common question on how business strategy and branding strategy are related was that the business strategy comes first, because that is a ‘long term plan of action designed to achieve a particular goal or set of goals or objectives’.
Macro friction is at the category level. Micro friction is at the brand level. As in economics, friction can be categorized into macro and micro.
