There’s plenty of innovation going on at research labs all across the globe. In space, in pharmaceuticals, in renewable energy, and countless other fields, people are working day and night to find breakthroughs and discoveries. But it’s brands that are doing the most deliberate innovation right now. Why? Because consumers are demanding it. Ecommerce is booming because people want the convenience of shopping from home. Retail is going all out to create experiences that consumers will find compelling enough to bring them out to the mall. Consumer products are constantly re-inventing themselves to be greener, more sustainable or less damaging to the environment. Financial services are competing to make banking and investing easier, safer, more secure and socially responsible. Sports and entertainment events are aiming to be ever more spectacular. All this is driven by consumer demand. Marketing has always been concerned with meeting customer needs, of course. But today’s world moves at the speed of a mouse click. So competitive brands are forced to follow the rule of A-B-I – Always Be Innovating.
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Best Branding Reads
Week of November 30, 2020
Three Branding Assumptions to Avoid
More branding advice for the entrepreneur.
Bad PR & Good Brand Building
Don’t think I’ve ever mentioned how important public relations are to brand building.
Building Trust Capital For Business And Brands
Customers need to trust that you can – and will – deliver what you promise.
How Brand Leaders Overcome the Illusion of Customer Loyalty
Loyalty is getting harder and harder to learn.
Why Under Armour and Stephen Curry are launching Curry Brand now
This new brand is well-founded and off to a portentous start. Plus, what a great logo!
Google’s new logos are bad
Everybody’s hating on them. They’re not great but I don’t think they’re really that bad, either.
Key Measures Of Marketing Outcomes
Use these metrics to determine if your marketing dollar is being spent wisely.