With the myriad predictions for 2010 and recaps of what worked and didn’t in 2009, one thing is certain: business is not slowing down. Regardless of what happens in the economy. We’re in a period of disruptive change forcing businesses worldwide to reinvent themselves, adapt, or speed up to survive.
What worked five, ten, or twenty years ago doesn’t work now. Particularly in a time when everyone can be a publisher, and new tools for connecting online are introduced weekly if not daily. And in a time when people can get anything they need or want with a click, they’re not waiting for you. Nor will they miss you if you weren’t there – there’s always a brand to take your place. Please don’t despair, though. Amidst such change lies opportunities for brands open to them.
How do you keep your brand relevant in the face of such change? Never forget that basics still matter. Relationships are important. Treating people well never goes out of style. In fact, it can make or break you since Google is now including real time Twitter feeds in their search results. That means an angry customer or employee can do some damage quickly. But don’t panic – yet, anyhow.
What’s really important is to increase your brand’s ability to change with the times. It’s no longer a static thing and needs to fluctuate like the market. And the whims of your customers. In short,your brand needs to be agile. Hence brandgility. Yes, I made that up, but think it speaks clearly to the need to take a fluid, organic approach to branding. In Alan Webber’s Rules of Thumbs, he talks about Megan Smith’s three rules – The customer participates. The customer drives. And open systems beat closed systems. You’ve got to let go of the wheel once you release your brand. Nurture it. Guide it. But don’t force it to stay between the lines. You can’t. Brands that do will find themselves abandoned at the roadside.
You’ve got to be agile because it’s emotional. An interesting read on this is Jonathan Harris’ new book We Feel Fine. It presents a snapshot of human emotion at a given time and place. Emotions are never rational.
Also consider the deep discounting brands of all types have had to make to stay profitable. Brandgility also speaks to your ability to run lean and mean. Don’t overspend on advertising thinking it’s a magic bullet. It’s less and less effective. Content marketing and social media are more important and less costly (but require more time). Pepsi for the first time in 23 years is not advertising in the Superbowl but instead investing $20 million in a social media campaign. I’ll say that once more – Pepsi is abandoning the most important television advertising event of the year. Why? Because it’s no longer working. No matter how much money they throw at it.
Granted, readers here are not apt to buy a Superbowl spot. But when a major player makes such a move, it’s a clear sign the landscape is shifting. And it won’t stay in one place for long.
Be nimble. Make your brand agile.
With the myriad predictions for 2010 and recaps of what worked and didn’t in 2009, one thing is certain: business is not slowing down. Regardless of what happens in the economy. We’re in a period of disruptive change forcing businesses worldwide to reinvent themselves, adapt, or speed up to survive.
What worked five, ten, or twenty years ago doesn’t work now. Particularly in a time when everyone can be a publisher, and new tools for connecting online are introduced weekly if not daily. And in a time when people can get anything they need or want with a click, they’re not waiting for you. Nor will they miss you if you weren’t there – there’s always a brand to take your place. Please don’t despair, though. Amidst such change lies opportunities for brands open to them.
How do you keep your brand relevant in the face of such change? Never forget that basics still matter. Relationships are important. Treating people well never goes out of style. In fact, it can make or break you since Google is now including real time Twitter feeds in their search results. That means an angry customer or employee can do some damage quickly. But don’t panic – yet, anyhow.
What’s really important is to increase your brand’s ability to change with the times. It’s no longer a static thing and needs to fluctuate like the market. And the whims of your customers. In short, your brand needs to be agile. Hence brandgility. Yes, I made that up, but think it speaks clearly to the need to take a fluid, organic approach to branding. In Alan Webber’s Rules of Thumb, he talks about Megan Smith’s three rules – The customer participates. The customer drives. And open systems beat closed systems. You’ve got to let go of the wheel once you release your brand. Nurture it. Guide it. But don’t force it to stay between the lines. You can’t. Brands that do will find themselves abandoned at the roadside.
You’ve got to be agile because it’s emotional. An interesting read on this is Jonathan Harris’ new book We Feel Fine. It presents a snapshot of human emotion at a given time and place. Emotions are never rational.
Also consider the deep discounting brands of all types have had to make to stay profitable. Brandgility also speaks to your ability to run lean and mean. Don’t overspend on advertising thinking it’s a magic bullet. It’s less and less effective. Content marketing and social media are more important and less costly (but require more time). Pepsi for the first time in 23 years is not advertising in the Superbowl but instead investing $20 million in a social media campaign. I’ll say that once more – Pepsi is abandoning the most important television advertising event of the year. Why? Because it’s no longer working. No matter how much money they throw at it.
Granted, readers here are not apt to buy a Superbowl spot. But when a major player makes such a move, it’s a clear sign the landscape is shifting. And it won’t stay in one place for long.
Be nimble. Make your brand agile.
Tagged as:
Alan Webber,
Jonathan Harris,
Pepsi,
Rules of Thumb,
We Feel Fine
