WCRC Brands Illustrated up till 15 October | Seite 12

BI Brand Quiver

there are over 50 million blogs, 24x7, flashing out messages about
brands. These messages are based on customer experience,
personal agenda or social rumour NOT strategic positioning!
Further Brand terrorism is a deadly fact, alive and kicking with
China being a soft target. The Formalhyde stores battered their
Beer brands. The Triclosan gossip savaged their soap and

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toothpaste sales. Rui Chenggangs nationalist blog shut down
STARBUCKS in the Forbidden City”. Finally, in conclusion he
offers, that in today’s marketscape, business is the brand and
brand is the business. The brand is absorbed, imbued and
encompassed in every conceivable experience that the consumer
experiences and encounters – and therefore, in effect, every
action a company takes.
The take-out is cataclysmic! Traditional notions of marketing
has been stood on its head, with revolutionary new methods
blitzing through. In this new scheme of things, marketing
organizations are advised to shut shop and become marketing
organisms. The maverick Jaques explains. “An organism
is a living, breathing creature whereas an organization
is structure-bound and systems-driven. Further unlike
the organization – centralized and controlled – it is
decentralized and instinctive, constantly empowering its
people and technologies to respond in different ways to
different customers in different circumstances at different
touchpoints”. The message is simple: In this new world,
the focus is not about 360 degree branding. Its really
about how brilliantly you can manage that critical “one
degree” that matters …
So, what’s your take, esteemed reader?
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