The importance of establishing your brand in the era of Digital Darwinism cannot be overstated. Digital Darwinism occurs when technology and society evolve faster than one’s ability to adapt. Every brand is vulnerable, but no business is too big to fail or too small to succeed.
With customers today being increasingly connected, informed, and ultimately empowered, their expectations only escalate. In short, they are more discerning and demanding than ever before. The brand and the brand promise are of paramount importance. Without it, businesses instead rely on fleeting factors such as price, trends, events, gimmicks, and other elements that make it difficult to develop a long-term bond or relationship between a customer and the product or the brand.
When someone asks your customers what is it about your product or brand that draws them to you, what do you want them to say? What do you want people to feel?
As Amazon’s Jeff Bezos famously said, “Your brand is what people say about you when you’re not in the room.”
I spend a portion of Chapter 14 of, The End of Business as Usual exploring how the purchase cycle of connected customers is evolving and the important role brand plays in decision-making. I was inspired by the work of Kirk Phillips and his BrandSTOKE 9 Criteria for Brand Essence (TM). I’m writing this post because although I do cite his work, I don’t give enough credit to how significant a role his work plays in the understanding of this changing dynamic.
On pages 172 – 175 of the book, I adapt his 9 criteria to encompass the various elements I’ve experienced in working with companies that attempt to become more adaptive, connected, and social. Because it influenced me, I wanted to dedicate this post to his work so that it can inspire you as it did me.
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Sugeeth Hansaka Dharmawardana's insight:
This article shows why your Brand is Important these days as it is an era of "Digital darwinism" which means that the technology is evolving faster than the ability to adapt to it. The point about no business is too big to fail or too small to succeed is every true. as even a big Brand could be made useless with new technology. Overall this article shows why your Brand is so important and that you must be able to develop long-term relationships with consumers so that the brand doesn't fade.
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