Streaming brands have become scavenger brands. Streaming brands are focused on scavenging for new subscribers with little focus on current customers. Scavenger brands survive by relentlessly seeking larger subscriber numbers to satisfy investors and analysts. Scavenger brands are the hunters and gatherers of the modern age.
To avoid a major strategic blunder, brand owners need to ensure the investments their company makes are focused on better enabling their brand promise to be realized. One of the most effective strategy design and deployment tools I have used (and recommend) is the OGSM (Objectives, Goals, Strategies, Measures) Framework. It is the process we used at P&G to manage our global business. It is also used by countless other companies and facilitated by innumerable...
We live in an exciting time where the scope of innovation and technological advances are so common, they’re not just anticipated, they’re expected. The rapid-fire pace at which we’re advancing products and services to make them smarter, more adaptable, and more automated is nothing short of amazing. What impact does this have on the brand promises that are being made?
Once, every brand had a unique selling proposition. The USP was the brand’s supposed competitive advantage.
Some time back, I looked at what it took to get a brand promise right. Today, I want to examine the converse: when (consumers feel that) brands have not lived up to what they said they would deliver. What happens to generate customer disappointment?
