A RALLYING CRY FOR BRICK-AND-MORTAR / January 24, 2021 by Philip Wetterhorn

This is the first in an article series on brick-and-mortar and how to stay relevant in a digital world where soon, most of us, grew up with 24-hour access to everything and everyone from a little screen-device in our pocket.

This article emphasizes on the importance of (Brand) Experience, and what happens if we treat it as business innovation rather than just another marketing tool.

2020 WAS A WINDY YEAR

2020 was a very windy year. It swept through our segment, market, industry, community, society, economy, culture.
Some didn't/couldn't/wouldn't adapt in time. Some made it through. A few rode the wind and grew exponentially stronger.

There is no fairness to this, only lessons to be learned and the option to begin again.

The universal reminder, the timeless lesson is that there is forward motion in everything; either we get left behind, or continue forward by constantly challenging our offer and role in the market, especially when we think we don't have to.
We are never done. It's up to you to not get uncomfortable with being comfortable.

TO MATTER – BE YOUR OWN BIGGEST CRITIC! / December 16, 2020 by Philip Wetterhorn

One of the worst things a brand can do is break its stakeholders’ trust.

To not keep a promise, to trick someone into a bad deal, to withhold information or through inaction; when making a fool out of a partner, friend, customer or fan. The disappointment that follows stings for a reason; it's a warning mechanism that goes deep and stays fora long time.
Not only are you undermining your relationship with your customers and market, but you also risk having your inactions be used against you by challengers.

This is where marketing is out of touch with the growing cultural norm of embracing imperfection (2014 called and wants their influencers back). It's stuck on pushing, embellishing, selling, begging, hooking, anything to boost conversion rate.

There are no metrics or strategies for being real, vulnerable and addressing one's flaws. There are no content plans built for serious, ongoing conversations; a woke ad campaign won’t do it!

Here's why your (traditional) Brand and Marketing strategy won't help you in a Networked Economy: Networks are horizontal. Brands are Vertical.

A CASE FOR brand CAUSE—how TO NOT GET BUYCOTTED AND NAVIGATE CANCEL CULTURE / December 8, 2020 by Philip Wetterhorn

Here lies an opportunity for those who dare to become more than just another brand, employer and competitor. To be a part of people's lives through efforts other than pushing, persuading, intruding, obstructing, begging, bribing, pretending. To act out of empathy, not playacting it through a bombastic, Woke, marketing campaign. To adopt a Cause that will push us to innovate ourselves and(!) our surroundings. To become the best in our community by being the best for our community. It’s not even about being political. Just be human.