The mushy middle

Brand leadership, Culture of change, Leadership, Uncategorized

I was inspired by an article I read about Samsung acknowledging that their cell phone business was at risk because people buy the phone for Android as opposed to Samsung. So who owns the customer – well Android does!

But so what, right? What does that mean in terms of brand and marketing? The fact is that in this competitive world of competition and same same products and offerings, people want the experience they trust and that emulates their own personal brand. The experience becomes a way for them to fulfill their needs for self actualisation.

Brands and companies who don’t realize this are at major risk and I notice in my own circle, that people underestimate how close this sense of being “defunct” really is.

It’s not coming. It’s here. Business approach and speed to market needs to be accelerated. The consumer is going to out pace us and leave us behind. The question is, how quickly we will be able to adapt and give them what they need. Time will tell!

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