Building emotional connection will be key
Brands will focus more on creating/engineering the total customer experience
Customer-relevant innovation will be a key success factor
Outstanding customer service will also be a key success factor
Hiring the right employees and creating the appropriate culture will be essential
More and more, brands will co-create the customer experience with the customer
More and more, brands will need to "stand for something" to survive
Strong brands will not only "stand for something," they will also provide forums for people
who believe in what the brands stand for
Organizations whose employees become consultants to and friends and partners with their customers will be the most successful
One-on-one marketing will become more and more important
The Internet will also become increasingly important as a brand building vehicle
For larger organizations, customer relationship management (CRM) will become a critical success factor
Fast, flexible and agile organizations will increasingly "win" in the digital age
With the explosion of virtual and morphing organizations and ever-changing business alliances, the brand essence and promise and the organizational culture may increasingly be the only elements that create a sense of "entity" for organizations
The viral spread of information will increasingly expose organizations for what they really are - integrity and consistency will be key
Managing "buzz" will be an important brand management activity
CEOs will become increasingly involved in brand strategy formulation
Organization mission, vision and core values will increasingly be formulated along with brand essence, promise and personality (for organization brands)
An increasing number of organizations that have grown through mergers and acquisitions will significantly simplify their brand architectures and reduce the number of brands in their portfolios
More and more people will come to understand what brands are, what they can do and what they can't do.
Fewer people will have a blind faith that strong brands can solve all organizational problems
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