Everywhere there is revolution and disintegration. Wave after wave of technological innovation comes upon us more rapidly, engulfing us, confusing us more profoundly. Few marketing organizations have successfully navigated through the disruptive forces of globalization and commoditization.
A full decade into the 21st century and we have witnessed radical transformation and creative destruction of nearly every aspect of the marketing toolbox. Marketing – as we have practiced it over the past 50 years – is obsolete.
Ask any architect and they will tell you the most important aspect of design is not the structure but its foundation. If you’re going to create a brand that endures, you’ll have to build its value on a solid foundation.
In many marketing organizations the premium is on management. There’s a big difference between managing and leading. Most marketing organizations are over managed and underled.
Naming and verbal identity is such an essential foundation of successful strategic brand development. What about changing the name of an established brand? The decision to change a well-known brand name should never be entered into lightly.
