WEB DESIGN

Globalization has still to prove itself globally useful amidst a world experiencing the dynamic tension of growing consumption and dwindling supply. The new workplace has seen its own revolution. People no longer rely on the old paradigms of security within the corporation as out-sourced manufacturing, customer service, and even out-sourced innovation mark the end of an era of status quo–especially in the US. Ironically, the nature of this paradigm shift has un-hinged our own intuitive human connections even as we become more and more digitally connected in the social web.

Many brand marketers have been unprepared to re-think the structures of their enterprises and flow with the changing times, while new, more agile competitors are doing it for them. Brand strategy is no longer about differentiating brands within a category, but rather designing a whole new category your brand can own.

There are two dynamic realities brand marketers face in this new economy:

1) ideas are more important than process.

2) move up the value chain, or be cast aside.

Nature, in the form of our current economic realities, has had a wonderful way of clearing the dead wood in the system to make room for more innovative players to grow and prosper. Amazingly, as the rules of the game change in real time, improvisation and flexibility is now a useful strategic skill within organizations.

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Brand Strategy And The Power Of Design

Dan’s smart observation is that “Brand is everything, and everything is brand.” By that he means that all the things a business does — not just its logo and visuals, but also its strategy, call to action, customer service, communications with customers, and people — combine to determine what it stands for. Thus he concludes, “Ultimately, brand is about caring about your business at every level and in every detail, from the big things like mission and vision, to your people, your customers and every interaction anyone is ever going to have with you, no matter how small.” To Dan, a brand is essentially a performance promise incarnate.

But I would add that there is more to “everything” than this would imply, and it’s what determines how much a brand is actually worth. If a brand is shaped by everything its owner does, it is also shaped by everything else associated with the brand in the minds of its customers.

Read the full article here:
A Brand Is Bigger Than Performance