Sudden death for brands

摘要

CEOs pray their that brand will buy time when a major disruption arrives. Suppose that an upstart comes along with a flashier, cheaper product. This is where a brand earns its supper, by wooing the wavering customer back in the door. Another responsibility given a brand is the price delta it must create between your company and the commodity rabble in your competitive set. But what happens when there's a real disruption? Will your brand then buy you time and protect your price structure? Probably not. The 20th-century idea of a brand is inadequate protection these days-a castle wall in the age of cannons. Needed is fresh thinking on a brand's new responsibilities.