For brands to remain relevant over time, they have to evolve, change, reinvent, ‘rebrand’. Keep the good, throw out the bad. It’s not something that has to happen every year, but it should happen with significant shifts in the market, in personnel, in the business and in the audience.
Posted in Blog, Brand, digital on Thursday, September 2nd, 2010 [No Comments »]
The B2B industry is catastrophically unable to respond quickly to game-changing shifts in the mobile market development. It’s not a difficult (or budget-breaking) problem to solve. If you do nothing else in the next 12 months, fix your content for mobile delivery – you can do it with one call, from your mobile. And if you don’t, just remember that your customers are already engaging with those that have.
Posted in Blog, Brand, digital, mobile on Wednesday, June 2nd, 2010 [No Comments »]
The very reason that companies invest in their brands and the supporting digital channels of communication is to shape perceptions in the minds of their audiences. Brands aren’t ‘things’, brands are what people, customers, ‘think’. Brands are the experiences people have and the stories, like this one, they tell other people. In our digital world, those stories can travel a long way. BA fundamentally failed to manage my customer experience and, in the absence of any other input, they have allowed me to form my own perceptions of the brand. So that’s what I’ve done.
Posted in Blog, Brand, Social Media, digital on Thursday, May 20th, 2010 [3 Comments »]
It struck me that digital isn’t our future anymore, it’s now an intrinsic part of our daily (working) lives. We can look to the future, but it’s pretty much already here. Even if we don’t use the tools, the machine, the ‘matrix’ indexes the information anyway. There is no escape. But however exciting the B2B future could be, the limited budget is almost always spent on what is probable and known rather than what might be possible, and unknown.
Posted in Blog, Brand, Social Media, digital on Friday, May 7th, 2010 [4 Comments »]
I was forced to concede and call the parking hotline when I parked my car. I assumed that every mobile transaction would be simple. But why on earth would life be that simple? If there had been a mobile internet application, the whole transaction could have been so much easier. Which means there’s an opportunity, and a danger, for brands engaging in the mobile space.
Posted in Blog, Brand, digital, mobile on Thursday, February 4th, 2010 [2 Comments »]
