« Today's most powerful organizational concept | Main | Do brand names and logos matter? »
Things are changing at a pill-popping rate in today's marketplace. Marketing messages are mushrooming (try saying that three times fast) and people's preferences are changing rapidly, which turns today's peacock into tomorrow's feather duster. And that's really why branding is today's most powerful business concept.
The more brands there are, the less they mean. If everything is a message, then nothing is a message. Plus, a brand no longer has one simple meaning. The meaning is multifaceted and fluid.
Remember, the brand is created in other people's heads and hearts from their past experiences and memories. And since the world of their experiences is changing rapidly -— due to changes in technology, new products and services, new information, fashion trends, media influence, news reports, even job change and relocation -— their assumptions, thoughts and beliefs all change as well. Which may, in turn, affect their thoughts of your brand -— your value to them.
If you're not obsessed with those changes, if you haven't adopted "brand thinking" in your organization, you'll probably be okay. . . in the short-term. Companies don't go down from one fatal deathblow. They die from a thousand little marketplace cuts.
TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341c684b53ef011571f98149970b
Listed below are links to weblogs that reference Brand thinking keeps you tuned-in:
The comments to this entry are closed.
(Rest assured, we will never provide your email address to anyone. Period.)
RSS feed
Tom on Twitter
@tomasacker
Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
"Companies don't go down from one fatal deathblow. They die from a thousand little marketplace cuts."
I would add, moreover, that a large portion of these "little cuts" turn out to be self-inflicted.
Posted by: Dan Gunter | July 15, 2009 at 07:18 AM
"The brand is created in other people's heads and hearts..." very nice and it's true that branding is an important part of business and especially online business and online branding; a lot of companies are using worldstopbrands.com as a social media site to interact with users who are interested in the worlds top brand and best brands.
Posted by: worlds top brands | July 18, 2009 at 01:35 PM