There’s an increasing temptation to see technology as the harbinger of hope and hazard.
... So what are the take-aways for strategists? How should we realistically plot futures for our brands that make sense now and yet make allowance for ideas and issues that are often founded but unproven.To me, brand prosperity depends on four actions:
1. Building and maintaining a purposeful, vigorous and curious, values based culture that is motivated to resist revergence.
2. Creating and implementing strategies that cement customer loyalty and generate areas of leadership. I say areas of leadership in the context of marketplaces because I don’t believe that a market leading brand needs to lead in every aspect of that market. It must however own the rights to a clear, sustainable and distinctive direction. “Own the rights” is not about IP. It’s about having permission from consumers to forge ahead with an idea and to take them on that journey.
3. Developing a flexible portfolio of strategies to address potential and actual competitor behavior across the four external forces (divergence, convergence, credence and re-emergence)
4. Funding research and development programs not just to develop product improvements but to look to prepare the brand to leverage emerging technologies and address pending issues in ways that correlate with the brand’s purpose.