Products are not what they used to be. They are not as different from each other and what is different lasts a few weeks, if lucky, a few months. And many products are becoming services. Services are not what they used to be. The attitude of the staff affects the organisation more than all the messages in the media. The media is not what it used to be. The users are taking over. The organisation is no longer hidden behind its products, but stripped down to its soul by the customers. The customers are not what they used to be. They are not just interested in the value that a product or service provides, but also in the values of the organisation, whether it cares for the environment, for society, for shareholders and for its own employees. Therefore, branding is not what it used to be and we, brand strategists, surely are not.

Welcome to the world where your organisation is your brand.


The fall of the product brand

There was a time when life was much simpler.
If you had a product, you had a brand. Not anymore.