Product parity exists in (too) many categories because technology advances have enabled the ability to replicate precise competitor formulations quickly. When product innovations hit a category marketplace, the clock is already ticking on adjacent businesses matching the move, an all-too-frequent behavior that carries unintended consequences.
“The future of communications is going to be working with leaders and organizations on their narrative, which is their message, reputation, and positioning, rather than exposure and publicity,” said Adam Mendelsohn, founder of Upland Workshop, in AXIOS’ report from Cannes.
I haven’t devoted much space to AI-related stories due mostly to the vast overload of perspectives already in the public domain. However, a new and relevant issue has surfaced that demands analysis, as AI-fueled content lights a match under creator credibility.
Trust and confidence are closely linked and are at the base of consumer willingness to believe brand performance promises and to buy. It is the immutable foundation of: All business relationships All brand-to-consumer relationships All purchase decisions Brand advocacy and evangelism Here’s How This Works Consumer behavior research confirms that the number one barrier to purchase is any perception, real or imagined, of risk in making a bad decision. Will it perform as promised? Will...
All too often, we find brands laser-focused on touting their “superior” specs — formulations, ingredients, sourcing, process, science, engineering and standards of performance — believing this forms the unshakeable foundation of their brand outreach path to fame and fortune.
