Brand Strategies are Changing – 8 New Rules
There has been a fundamental shift in how brands are perceived and the value they provide. This is true in consumer and corporate brand arenas alike. There is truly a “different world” emerging in how brands build relationships with customers, consumers, employees, the media, the financial community and other important audiences.
Sales Renewal's InsightRead Original Article
This article posits that there has been a fundamental shift in the way brands are perceived and the value they provide. But why? Blame increased consumer skepticism, the “millennial mindset”, the importance of value over status, or the increasing power of community to provide help and insights, but whatever the cause, brands must understand what is changing so they can adapt. The author proposes some new guidelines brands should follow when shaping their strategies, communications and behaviors to face this new reality. While some may already be part of your brand strategy, others are worth calling out, specifically: a) be sure to find and communicate your brand’s meaning and purpose, b) participate in communities; they are critical to brand acceptance, and c) customer service can be a brand-defining attribute. Read the article for more fascinating insights.