Mobile has emerged as the great enabler for new “mobile-first” brands and the killer threat for legacy brands who still think customers listen with loyalty in mind.
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Geoffrey Colon, Author at Branding Strategy Insider - Page 2 of 9
We talk a lot in the brand world about brand strategy, brand vision, brand planning and brand imaging. But in all of this discussion we are missing the critical component of customer context. To best understand we must ask this simple question and be prepared to answer it:
Today I’m going to share something you will think is negative that is actually positive. It’s positive because it’s a learning lesson for all of us in what Geoffrey Moore eloquently called the “Crossing the Chasm” period of business history. Or what Peter Drucker noted was a movement from the industrial economy into the cognitive post-capitalist world.
The creative imagination is more important than ever now because right before our very eyes we are transitioning to what Peter Drucker called a “post-capitalist economy.”
Brands with the mindset of evolve, innovate and disrupt, are best suited to defend themselves against the overthrows and revolutions on the horizon.