Going From Blind to Bright. – Innovation Excellence
Quick bullets. 200 words spent on Brands’ blind spots turned into bright ones, after three months of a nasty 2020.
One: be transparent. Be like water, the motto reads. Here, it’s
more being transparent in what you do, being first of all social, as water is one
of the ultimate social goods, and, obviously, becoming adaptable to any
situation.
Two: be fast. The current crisis
requires a less progressive, less perfect approach, and more reaction, with no
time for alignment.
Three: be light, which has the
flipside of losing gravitas, if you will, and reducing the value of training – as
there is no preparation for today’s world.
Branding used to be staged, focused on the front
end, and centered on a long consumer journey. Branding used to be structured.
At CES, earlier this year, Marc Pritchard, P&G Chief Brand Officer, called
for a re-invention of Marketing, asking for contextual, socially relevant, fast,
non-intrusive and non-expensive conversations. Brands are no longer individual product
experiences. They are social platforms. Brands expose themselves and take
action, publicly. The one feature I prefer: be light, stealing with pride from
Italo Calvino’s leggerezza.