frank's blog

The Importance of Brand in an Era of Digital Darwinism

Posted in ideas, innovation, internet by aldorf on March 7, 2012

Excerpts of an unpublished appendix for The End of Business as Usual… by Brian Solis

Markets, consumer behavior and how businesses connect with customers are all directly impacted by technology.

The increasingly important role of technology, combined with global economic unrest, means a company’s brand is more important today than it has ever been. Consumers, in search of certainty, rely heavily on a brand’s symbolism and significance

Digital Darwinism is the evolution of consumer behavior when society and technology evolve faster than some companies’ ability to adapt.

Babson College cited a rather humbling statistic; “Over 40% of the companies that were at the top of the Fortune 500 in 2000 were no longer there in 2010.”

24/7 Wall St. published its annual list of “Ten Brands That Will Disappear in 2012.” The publication predicts the demise of some of the world’s most recognizable brands, including Sony Pictures, American Apparel and Nokia.

“For me, marketing is about values. This is a very noisy world and we’re not going to get a chance to get people to remember much about us. So, we have to be very clear what we want them to know about us.” (Steve Jobs)

The company then looked inward in an attempt to answer the questions: Who is Apple; What does it stand for and where does the brand fit in the world.

“What we’re about isn’t making boxes for people to get their jobs done,” said Jobs during the company meeting,” Apple’s core value is that we believe people with passion can change the world…for the better. Those people, crazy enough to think that they can change the world are the ones that actually do.…Here’s to the crazy ones.”

McDonald’s is adapting to a new era, creating an experience marked by muted colors, wooden tables and faux leather chairs. And, that’s just the beginning. McDonald’s is pouring $1 billion into redesigning the consumer experience.

Everything begins with embracing a culture of innovation and adaptation — a culture that recognizes the impact of disruptive technology and how consumer preference and affinity is evolving.

If a organizations cannot recognize opportunities to further compete for attention and relevance, it cannot, by default, create meaningful connections, a desirable brand or drive shareable experiences. The brand, as a result, will lost preference in the face of consumer choice, which may one day lead to its succumbing to digital Darwinism.

Twitter List 141 People Who Run Social Media Strategies at World’s Biggest Companies

Posted in Media, web by aldorf on January 17, 2011

Thanks to Marshall Kirkpatrick for creating this list. Very useful and you are just one click away to follow all of them in one place. But he did something else that might be even more useful. Who do the largest number of these people follow in common? And this is Marshall’s top10 list:

Mashable, Charlene Li, Brian Solis, Chris Brogan, Robert Scoble, TechCrunch, Zappos, Guy Kawasaki, Forrester and Scott Monty.

Here’s a list you can use to subscribe to these accounts.

New Currency Reputation – From E-commerce to F-commerce.

Posted in ideas, internet, web by aldorf on November 23, 2010
This is icon for social networking website. Th...

Image via Wikipedia

It’s the end of a web dominated by Google. Facebook with their products to help communicate, discover and share represents the new currency of information and engagement. Every service is build around managing and interacting with your social graph more efficient. And you are and everyone is what Brian Solis calls the center of the social egosystem.

 

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