??How To Build An Agile Brand That Thrives On Change?

As you know the world is changing and this is affecting the strategy of all brands in the market. We are in the era of service design, the brand is at the service of improving service and thus improving the lives of people. What fundamentally changes in our society is our way of living, communicating and working together. The technological revolution is a paradigm that continues to transform our society and therefore your brand. Today it's fine if consumers are don't aware of that, but not your brand. As the owner of a brand, you must promote change and capitalize on this across all of your touchpoints. It is interesting to observe that there is now more sim card than anyone living on earth.

Your Brand Must Change As Fast As Technology

What has long been considered science fiction is now the reality of everyone's day. And that will keep going faster and faster, brands must be in this notion of "transformation acceleration". Technological advances build a smaller world each day. Where brands play the role of intermediary between us.

It is interesting to observe that many brands are now operating internationally and globally. Now working on a defined territory appears like a good way to differentiate your brand. By defining a specific geographic area for your brand you significantly increase the value of your product, service, and experience for the people in that area.

All that to say what? The barriers that were present between brands and consumers are beginning to vanish. This is the real strength of this technological revolution, we have never been so close to brands. Then you can not keep the same strategy since there is only one click between your brand and your audience.

Thus, these are new responsibilities that are emerging for brands in this closer world. What must be remembered is that not only the distances are shortened but also all the physical and digital contact points merge. Your brand is at the beginning of what I call "convergence". Meaning the merging all of your touchpoints into a convergent point.

What If Your Brand Was A Agent Of Tomorrow Changes?

The digital becomes physical, the global becomes local and the consumer becomes the producer. Your brand must realize that it's time to break the silos. As a brand, you must master this era of global convergence. Your brand must truly be aware of this radical transformation in the brand experience.

Be on the front of the stage and capitalize your brand strategy on this paradigm that we will call here "convergence". It is important to remember that this global transformation is moving quickly. Its simple brands that do not act in favor of this transformation will be abandoned by consumers.

The real difference between today and 10 years ago is that today your brand must evolve in a context that is constantly and quickly evolving. It is an unstable and moving space that your brand must absolutely master for its prosperity. In the 80s the brands were coming as the sign of a quality product, a brand could not live outside from its packaging, its use.

Today your brand should not only communicate about the quality of your product, but rather about the authenticity and relevance of your organization as a whole. Today there are so many touchpoints on which your audience can enter in your brand, the product is part of these entries, but it is now very far to be the only entry.

Don’t Be Left Behind With Your Brand

Competition is now global, your brand is in front of a multitude of organizations where differentiation becomes more and more porous. The real challenge for your brand is to capture the incredible operational diversity your organization can be on. Hence it's very important for your brand to be agile and thrive on change.

You must be able to manage your branding strategy with ever greater touchpoint numbers, with more and more different cultures and even different nations. Just remember this, if your brand is not adapting enough to this global transformation you will be left behind.

Here is several actions in order to harness the massive change incoming for your brand

• A quality product is no longer enough to guarantee the prosperity of your brand. An excellent branding strategy will be the only way to get an eternal brand.
• Absolutely everything is a brand today, it is not just a commercial transaction anymore.
• Your brand must clearly differentiate itself from its competition. It must be genuine and relevant.
• Your brand must have a creative & strategic partner to guide you into the overall transformation of your organisation.

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Need Branding & Design Help? Just Ask ??Guillaume Pichenel

Guillaume Pichenel is an International Brand Designer who has worked for Heineken, Lactel, and Bayer across Europe and China. He revives ailing marks and creates disruptive brands for your companies.

If you want to hire Guillaume for a brand/design-related project, email her at [email protected]

+33 6 68 00 06 82 ?