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.
I hear it all the time from B2B companies. We don’t really need to brand. Our customers all know who we are. Branding doesn’t work in B2B because the buyers have decision-making committees and systems that eliminate all those humanistic influencers. We don’t want to spend money on branding because none of our competitors do. […]
(No blog post this week. May the spirit of this season of joy sustain you and your loved ones throughout the coming year. Let’s endeavor to see 2018 surpass all expectations, in every arena of our personal and public lives, and no matter what disappointments pop up in our news feeds. Wishing you a happy, […]
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Best Branding Reads
Week of November 23, 2020
The #1 Mistake Leaders Make When Trying to Change Culture
Denise Yohn once again speaks truth to power. You have to walk the walk.
The Science Behind Brand Culture Success
You fight for your fellow soldiers.
Marketers, Catch the Silver Wave or Risk Falling into the Water
The Me Generation is getting old. They’re going to want to buy things.
New Brand Architecture for a Fragmented, Digital, Purpose-Fueled World, Part 1 – The Problem
Great article. Can’t wait for Part 2.
John Harbaugh, Ravens take exception to Titans' pregame huddle over logo
Yes. Logos are important to people.
Is Apple about to launch a brand new logo?
Relax. It’s a secondary logo.
Combine Doubt with Data to Make Better Brand Decisions
We can never get ALL the data. And where data ends, doubt begins.