Over the last 24 years I’ve published regularly about what I see that’s changing in the world of brand and brand transformation, always coming at it from the business side. After all, for most organizations ‘the brand’ is their most valuable intangible asset.
At first glance, the liquor business may not seem in dire need of customer-centric innovation.
Companies often have inspiring purpose statements, such as “to bring health through food to as many people as possible” (Danone), “to connect everybody to live a better today and build a better tomorrow” (Vodafone) and “to make a difference in the lives of people globally through our innovative medicines, vaccines, and animal health products” (Merck).
The traditional marketing process still works in categories like soap and toothpaste, where a small increase in market share can translate into millions of dollars in extra revenue. But exponential brands are outperforming those traditional brands by focusing on what they do, not what they say. They’re finding smarter ways to bypass the brain’s filters, embrace transparency, and live up to a higher purpose. Then they’re developing immersive, empowering content to bring that purpose to...
In November, Niko Omilana opened a fake “not Apple” pop-up store in London (video here) to prank Apple and steal its customers, but also to send a message about the sky-rocketing prices of Apple products without much customer innovation or increased utility.
