Branding Conferences

With somber accuracy Futurist Alvin Toffler once predicted; “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.” Who among us represents today’s illiterate? At the present pace of change, certainly more marketers than we can imagine. We are either part of the old or part of the new.

Strategic thinking is a natural inclination – something I think you’re born with. In many business schools you can learn the principles of strategic thinking, but like learning to play the piano, you won’t be very good at it unless you have the innate talent to see things strategically. Are you a strategic thinking marketer? Here are six characteristics.

It’s an exciting time to be in the brand development business. Ideas are now more powerful than process. The conversation with customers can no longer be based on product attributes, but rather on experiences. There is a metaphysical aspect to creating experiences consumers love to engage in. There is a explosive drive to create value on a higher level.

“The first step for a brand change leader is to free up resources that are committed to maintaining things that no longer contribute to brand performance and no longer produce results. Maintaining yesterday is always difficult, extremely time-consuming and risky.

“I never worry about action, but only inaction.” ~ Winston Churchill

There’s a simple, human reason why behaviors happen time and time again. We are creatures of habit and familiarity. It is much more comforting to keep hammering away at what we know than it is to stop, reappraise the problem and completely redesign the playbook.