Introduction
It's ironic. Just when you really need to use a word to its true effect you can't because the word has been so overused. The word is change. Right now, because of the myriad of change in business, technology, retail, marketing and media over the past decade, we've hit a cumulative point of big change.
An inflection point
The magnitude and urgency of this change does not call for an evolutionary approach - it calls for a transformational one. People are interacting with brands and companies in a very different way which in turn demands a new way of thinking that puts the company and its people front and centre, allowing it to lead rather than be led by its market.
Branding is no longer about company identification - cosmetics don't work and image cannot be skin deep. Branding in the new age is about giving the company and its people life and meaning. Consumers deserve and demand authenticity which means that who you are, what you say and what you do need to line up like never before. Companies need to be true to themselves, brands need to be remarkable, and customers need to know that what they are promised and what they experience lines up.
Success will come to those companies that become inspiring identities. If this fits the ambition you have for your company, contact Reg or Fiona at:
Level 2, 50 Yeo Street
Neutral Bay, Sydney
NSW 2089
Australia
Phone +612 9033 8651
Fax: +612 9033 8600