Business ideas from the least expected players will disrupt your brand faster than advertising can save it.
The proof is clear no matter what industry you are in:
- AirBnB books more rooms that the W Hotels
- ZipCar has more daily engagement than Hertz
For each of these brands they have challenged common conventions and made the marketing shift from, 360 degrees of channel interruption and "integration" to creating ideas that deliver 365 days of customer connection.
Ever since I began writing this blog in June 2006 we have conversed about convergence of the digital and physical and Transmedia Brand Expereinces. Now that almost every marketer on the planet has a laser focus on the customer expereinces I think that it is safe to say that product, campaign and business ideas should be looked at and measured with the same lense. There is no dicernable difference between the brand idea and the action a brand takes to endear customers its business.
Moreover when we look at our own customer/client landscape, we know that marketers are now resposnible for leading the C-suite to solve real business problems, not just communications problems.
I think that its safe to say the world has convereged and the new equation for marketing and creative sucess is no longer 360 degrees of one channel idea - but an enduring idea that inspires 365 days of customer connection.