Bright, blu, social, green, now…? There are so many brands using that sentence… and none of them really getting it right.
They would all love so much to live forever, at least in consumer’s minds. Unfortunately many of them die (Hunday) as the product or parent company dies / kills them. Others live very very long like Stella Artois (since 1366) or Moet & Chandon (1743 or even many others since the 6th century).
Others are intelligently rejuvenated (Mini), but brands are becoming more important than product themselves. The future of business is not new products but long lasting & eternally -young brands: that adapt to society and its always evolving values.
A well managed brand offers lots of benefits: extraordinary economic value, sustainable wealth, identifiable and distinctive features…. So much money (what’s really important in this case) to gain and not to lose…
To keep getting fatter (€€€€) brands (let’s not say companies as what consumers know is about brands not holdings) have to innovate, extend their relationship with consumers to emotional levels and beyond… love.
Which brands do you love and feel identified with?
One of the best simulators of all times has been Microsoft’s Flight, since 1982 when M$ started to port the simulator to IBM computers (although originally released a couple of years earlier for the Apple II) up to …
A couple of years ago Msoft came up with their very own vision of the future of productivity. An amazing video about the technologies they imagined in 2019, a video which obtained hundreds of thousands of hits (probably …
Presented a couple of days ago @ Computex and also @ All things Digital Windows 8 has gotten Microsoft back to the buzz once again. But will it last? If we focus on the All Things Digital’s D9 …
↓ The future is…
Bright, blu, social, green, now…? There are so many brands using that sentence… and none of them really getting it right.
They would all love so much to live forever, at least in consumer’s minds. Unfortunately many of them die (Hunday) as the product or parent company dies / kills them. Others live very very long like Stella Artois (since 1366) or Moet & Chandon (1743 or even many others since the 6th century).
Others are intelligently rejuvenated (Mini), but brands are becoming more important than product themselves. The future of business is not new products but long lasting & eternally -young brands: that adapt to society and its always evolving values.
A well managed brand offers lots of benefits: extraordinary economic value, sustainable wealth, identifiable and distinctive features…. So much money (what’s really important in this case) to gain and not to lose…
To keep getting fatter (€€€€) brands (let’s not say companies as what consumers know is about brands not holdings) have to innovate, extend their relationship with consumers to emotional levels and beyond… love.
Which brands do you love and feel identified with?
I love _ _ _ _ and hate _ _ _ _ _ _.
See you @ Rennes
added value…
talking about future & brands