Add to that shifting priorities, and consumers have decided most brands don't matter! So is it surprising that the "same old" marketing approaches are failing to reach consumers?
Let me suggest that for brands to matter -- to be loved -- new thinking must permeate entire companies from top to bottom. It's time to:
These are the qualities consumers are responding to now. The brands that don't meet the expectations of today's consumer are being summarily dismissed. But the ones that do are loved.
Harvard Business School professor Clayton Christensen explains the value of disruption. Disrupters think of a better way to offer simpler, better-performing or problem-solving products for consumers. They create excitement in the process. Excitement leads to buzz. Buzz leads to customer engagement.
People enjoy brands that deliver in an unusual, exciting and creative manner. That's an invitation to engage. These brands -- they are fewer and fewer -- command attention in the marketplace. They are fluid and dynamic; they respond to our culture and adapt to changing markets with seeming ease. The consumer enjoys interacting with these brands. It also explains why a preponderance of brands are ignored or dismissed: they simply don't fit within these parameters.
Brands can't simply launch one exciting product and sit back. They have to continue to create energy. If that sounds tough -- not every company can be like Apple, right? -- it may not be as hard as it sounds. Disruption, energy and innovation feed on themselves. Take a look at smaller brands and get inspired:
Renewed vision and a new approach can add significantly more value to brands over their competitors in consumers' eyes. The brands cited could easily have become commodities, but they didn't fall into the ho-hum, business-as-usual brand management trap. They chose to brand their businesses with more creativity and energy than the norm. Moreover: they stuck to their vision and continued to generate positive energy. They are loved by consumers as a result.
Isn't that the ultimate? To have consumers fall in love with your brand?