Market pressures encourage short-term thinking. Yet your brand’s success depends upon your ability to take the long view, and to adopt a customer perspective. A few key principles to consider:
- Brands are living systems. They require constant attention to detail.
Think Disney or Cleveland Clinic or Ideo.
- Brands are future platforms. They need forward momentum to compete.
Think Google or Facebook or Hulu.
- Brands are user experiences. They demand customer centricity for focus.
Think Zappos or TED Conferences or BMW Group Designworks USA.
- Brands are design opportunities. They necessitate continuous renewal for growth. Think Apple or Lady Gaga or Synthetic Genomics.
Great brands are the result of a sustained and cumulative effort. Without a long-view attitude and a customer-centric approach, you risk creating brands that are simply bubbles without a future.