International hiring has moved beyond being primarily a cost play. For many companies, it is now a talent strategy. When the people you need are not in your city, you look beyond the city. When they are not in your country, you look beyond the border.
Pricing should not be a tactic. Pricing is a strategy. Raising prices, lowering prices, then raising prices again may make sense when the end goal is growing margins and, hopefully, profitability. But these can become knee-jerk reactions. From a brand standpoint, the consequences of fluctuating prices are huge. Raising, lowering and then raising prices again may indicate that there is an organic, inherent problem with the brand’s management.
Brand A.I. is having an uncertain month. Yes, A.I. has become a brand, although there seem to be discrepancies about just what Brand A.I.’s brand purpose and brand promise are. Current Brand A.I. debates have cast uncertainty over our collective future and human health. In some ways, it’s reminiscent of Brand Smoking.
The clearest sign a company may need to rebrand isn’t an outdated identity. It is a growing distance between what the business has become and what the market still believes it to be.
There is a general feeling nowadays that things are out of control. An understatement, perhaps, but not a misstatement. People feel a loss of agency.
