Harnessing The Power Of Thinking Small
BrandChannel, Monday, September 21, 2009 10:51 AM
Julian Dailly, director of valuation in Interbrand's London office, writes an interesting companion piece as part of the firm's "Best Global Brands 2009" report (download PDF). He leads with Amazon's "1-Click" feature as a exemplar of a small action that significantly drives up the value of the brand.
"Small change creates the most impact when individuals collaborate, teamwork focuses on quality not quantity, and organizations think more entrepreneurially about the long-term," Dailly writes. "Ultimately, when it comes to brand value, small changes can only create a big impact if marketers are bold enough to stand up for the customer.
Admitting that this is easier said than done, Dailly poses several questions that marketers should ask themselves if they want to emulate the success of Amazon and Apple. He also suggests what to avoid and what to adopt based on research among 50 senior strategists within the Interbrand network.
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"Small change creates the most impact when individuals collaborate, teamwork focuses on quality not quantity, and organizations think more entrepreneurially about the long-term," Dailly writes. "Ultimately, when it comes to brand value, small changes can only create a big impact if marketers are bold enough to stand up for the customer.
Admitting that this is easier said than done, Dailly poses several questions that marketers should ask themselves if they want to emulate the success of Amazon and Apple. He also suggests what to avoid and what to adopt based on research among 50 senior strategists within the Interbrand network.
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