Get a Soul

CONSUMERS ARE BECOMING MORE DISLOYAL
The internet is playing a large role in commodifying all products and services. Service is increasingly becoming self-service. These are just a couple of forces that are changing the way consumers think about brands.

THERE IS NO SUCH THING AS EITHER A PRODUCT OR A SERVICE
There are product/services or service/products but none exists exclusively without the other. The smart brands have already got that figured out.

IN THE INFORMATION AGE, INFORMATION MANAGEMENT BECOMES MOST IMPORTANT
Public Relations is no longer an adjunct to advertising. Increasingly, it is the best tool in the branding strategy. Ideally, they should be working together.

BRANDS WILL NEED TO BE MORE MEANINGFUL
More than just a tagline, brands will need to be managed throughout the entire organization, from packaging to service--as a kind of Total Brand Management. And they will need to interact with consumers more closely.

COMPANIES WILL NEED TO CONDUCT THEMSELVES LIKE REAL PEOPLE
Recently, the Experience Economy has been put forward as the model for business success. But instead of thinking of “work as theater and business as a stage”, companies will need to act as if they have a soul.