The enemy has changed. It’s no longer simply your business competitor. You’re brand is up against a substantially more scientific reality – our inherent lack of ability to multi-task!
NEW THINKING
The enemy has changed. It’s no longer simply your business competitor. You’re brand is up against a substantially more scientific reality – our inherent lack of ability to multi-task!
81-year-old Tahakasa Omi, a Japanese grandma of four, had spent her day excitedly anticipating the arrival of a package from Do-Co-Mo.
Let me ask you a difficult question: How on earth would you build your brand on a canvas smaller than a matchbox? What if you could use only one color (say black on a green background), you had no scope for graphics, and the consumer was paying for every second it took for you to send him or her a commercial message?
Some time ago, I checked into a hotel in Hong Kong. The receptionist handed me a bunch of business cards. They weren’t the hotel’s business cards but my own, complete with my phone and fax numbers and contact details while staying at the hotel. It was a gesture that kind of made me feel special.
Is perfect branding really the best way of building brands?