Branding, marketing, and manufacturing 2.0

From a variety of keynotes through the last few weeks, here’s what we’ve got to deal with.

The consumer of today is:

• time challenged
• attention starved
• jumpy & fast with product perceptions
• edgy and vocal when operational excellence is not provided or perceived
• influenced differently in terms of brand / product / service choice
• more vocal when they’ve been “wronged”
• faster in adopting new trends and ideas

As a result of this, today’s new product is:

• faster to market
• more collaborative in design
• solutions oriented, responding to the fast consumer
• rapidly redefined by the customer
• having to maintain a brand image that is energized and up-to-date

Combine these two trends, and it means that todays’ new branding and advertising must be:

• more transformational
• revived and rejuvenated on a more regular basis
• lifestyle oriented
• experimental
• shifting it’s focus online
• changing faster in terms of message
• going premium and upscale, to avoid commoditization

The key things to think about when dealing with these new realities is:

• focus on the opportunity that comes from such rapid change, not the threat
• don’t panic at the pace
• focus on the value of your product or service
• collaborate with your partners (i.e. packaging companies, retailers, consumer goods companies)
• invest in experiential capital by trying out lots of new ideas
• understand that the pace of change is only going to increase
• transition your team to think differently — innovate!