Brand Cause
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.
Read More2020 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.
Tension is a source of energy and something we can harness to fuel our why—our reason for being and acting, our cause.
Tension is found in every industry, market and community. Residing between what is and what could be; it's both frustration and opportunity. And when what is seems closer to what was than what could be, some of us feel the need to act.
Read MoreWe crowned the wrong ruler, content is merely the messenger, context IS the message.
Our opinions(, god or bad) about a brand, its product or service are firstly shaped by the context in which we encounter them.
We understand reason but we relate to context, that’s when something feels right(, or wrong); when we connect(, or disconnect).
Context can be described as emotional cues. These cues speak directly to our subconsciousness who translates them into ”emotional arguments” aka feelings such as: curious, intrigued, opportunistic, eager, happy, loved, safe, belong, stressed, warm, bored, skeptic. The subconscious mind will always make the initial decision, commonly known as a gut feeling.
“I can’t explain it, you have to see it for yourself!”
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