In this fast-changing world, companies cannot afford the luxury of a brand positioning that ties them down to a narrow set of features and benefits. What they need is the ability to quickly take advantage of new opportunities when they emerge and shift away from old business models when they are no longer relevant. They need branding to support their need for speed.
Outside-in change is prompted by shifts beyond the immediate control of the brand. Those prompts could be competitive, reputational or sectoral.
I enjoy seeing people poke business models, but it’s important that when you look to disrupt a business that you do so without assumptions. The call by Marc Ruxin of Universal McCann to rethink the creative department of ad agencies is a great idea but my sense is that his suggestions still assume the battle is for attention, and that winning that attention and holding it via great content, well presented, is critical to achieving...
It’s always fascinating to compare how you see your place in the market with how others see you.
The purser on the plane this morning reminded us as we landed that the airline had just won two industry awards. She didn’t name them but the point was made.
