Heated, the iconoclast continues that if a brand is predictable today, it is most likely to be dead, tomorrow! “Disney develops a new product every five minutes! Sony produces around 5,000 new products a year. Zara 
can translate a fashion design from the Paris Catwalk to the shelves in 15 days. Innovation is the new god!” Myth-exploding arrives next. “Even if one wants to create a predictable brand message over time, one can’t. Why? Because there are over 50 million blogs, 24x7, flashing out messages about brands. These messages are based on customer experience, personal agenda or social rumour, not strategic positioning! Further brand terrorism is a deadly fact, alive and kicking with China being a soft target. The Formalhyde stores battered their Beer brands. The Triclosan gossip savaged their soap and toothpaste sales. Rui Chenggangs’ nationalist blog shut down Starbucks in the Forbidden City.” Finally, in conclusion, he offers that in today’s market-scape, business is the brand and brand is the business. The brand is absorbed, imbued and encompassed in every conceivable experience that the consumer experiences and encounters – and therefore, in effect, every action a company takes.
The take-out is cataclysmic! Traditional notions of marketing has been stood on its head, with revolutionary new methods blitzing through. In this new scheme of things, marketing organisations are advised to shut shop and become marketing organisms. The maverick Jaques explains, “An organism is a living, breathing creature whereas an organisation is structure-bound and systems-driven. Further unlike the organisation – centralised and controlled – it is decentralised and instinctive, constantly empowering its people and technologies to respond in different ways to different customers in different circumstances at different touch points.” The message is simple: In this new world, the focus is not about 360 degree branding. It’s really about how brilliantly you can manage that critical “one degree” that matters…
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
can translate a fashion design from the Paris Catwalk to the shelves in 15 days. Innovation is the new god!” Myth-exploding arrives next. “Even if one wants to create a predictable brand message over time, one can’t. Why? Because there are over 50 million blogs, 24x7, flashing out messages about brands. These messages are based on customer experience, personal agenda or social rumour, not strategic positioning! Further brand terrorism is a deadly fact, alive and kicking with China being a soft target. The Formalhyde stores battered their Beer brands. The Triclosan gossip savaged their soap and toothpaste sales. Rui Chenggangs’ nationalist blog shut down Starbucks in the Forbidden City.” Finally, in conclusion, he offers that in today’s market-scape, business is the brand and brand is the business. The brand is absorbed, imbued and encompassed in every conceivable experience that the consumer experiences and encounters – and therefore, in effect, every action a company takes.The take-out is cataclysmic! Traditional notions of marketing has been stood on its head, with revolutionary new methods blitzing through. In this new scheme of things, marketing organisations are advised to shut shop and become marketing organisms. The maverick Jaques explains, “An organism is a living, breathing creature whereas an organisation is structure-bound and systems-driven. Further unlike the organisation – centralised and controlled – it is decentralised and instinctive, constantly empowering its people and technologies to respond in different ways to different customers in different circumstances at different touch points.” The message is simple: In this new world, the focus is not about 360 degree branding. It’s really about how brilliantly you can manage that critical “one degree” that matters…
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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