Who Is Responsible For Managing The Brand?
When companies are formed, the founders often have a clear reason for starting the business. This often defines what the brand stands for and shapes all the decision-making.
NEW THINKING
When companies are formed, the founders often have a clear reason for starting the business. This often defines what the brand stands for and shapes all the decision-making.
In 1957 there was a TV show called Who Do You Trust?. The host was Johnny Carson, pre-Tonight show icon. Who Do You Trust? was probably the last time that trust was considered comedic.
Once upon a time there was a durable goods company with a large staff of engineers. Management felt that the company would benefit from more creativity. Instead of hiring creative minds, the company decided to invest in transforming all of its engineers into creative, creator minds. It was a year of magical thinking.
Is segmentation dead? No. Yet many think so. The supply chain snarls following COVID shrunk varieties, even brands, of foods, beverages, toys, furniture, HBAs, household goods and more. Pre-pandemic, new products were 5 percent of general merchandise. Today, 2 percent.
Local continues to be a driver for customers. Grocery stores like Publix and Whole Foods label items that are locally produced. Farmers’ markets are a draw for shoppers wanting produce that have not accrued a lot of air mileage. Craft fairs and art shows emphasize local creativity and talent.