Today’s marketplace is defined by fragmentation. This diversity of tastes, values, ideologies and lifestyles creates a complex operating environment for brands. The universal mass-market America, defined by a shared aspirational narrative has given way to a nation of Smaller Worlds. Today’s consumer is infinitely complex. Traditional means of segmenting consumers like age, income, gender and race are no longer sufficient. An exponentially fragmented consumer requires an equally complex strategic approach for businesses.
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When marketplace disruptions are far-reaching and radical, conventional ways of doing business are swept aside, clearing the way for emerging trends and small yet burgeoning brands to accelerate into an enduring and sometimes dominant mainstream position. This is the principle of acceleration.
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This moment in time is unlike anything America has experienced since the 1960s. During that period over half a century and a couple of generations ago, lifestyle values were changing rapidly. Individuality was in ascendance. More and more people were rejecting institutional authority and relocating their loyalty and identity from society to self.
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If we’ve learned anything from the wrenching changes in society in recent years, it’s this: Business as usual is a losing proposition. The implications go well beyond culture—they hold profound meaning for commerce, as well.
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Disruptive events always feel momentous and world-changing in the heat of the moment. It feels like everything is of consequence and nothing will ever be the same. But of course, it never works out like that. A few things change, some for the better and some for the worse, but most things stay the same. We look back later and much of what we thought would change has been forgotten like a New Year’s resolution. Which is why older executives can settle into the cynical view that all dreams are pipe dreams. Too often they’ve seen too much change too little.
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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