Hello Brand 3.0
If you haven’t noticed, it’s not about marketing to consumers any more in the way we always have, that paradigm is finished. The future is all about establishing authentic brand meaning that stirs the emotion and resonates with reason, then creating evocative ways to communicate with your consumers, who-ever and where-ever they are. If you continue to do what you’ve always done, you will no longer get what you’ve always got. The law of diminishing return is playing-out in every sphere of commerce. The catch-cry is “Forget business as usual – embrace Business as Unusual.”
For every business there are what we call ‘moments of truth’, points along your customer’s pathway to purchasing that are disproportionately critical to their decision to buy, hire or engage. These points are called ‘moments of truth’ and arguably the most important of all these moments has become the first one. Google call it the ‘Zero Moment of Truth’.