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Today, every brand needs to be self-sufficient to survive in this winner-takes-all economy. Each brand needs to own the relationship with its customers so they can provide a better experience and more competitive prices. A brand that cannot survive without Amazon, Facebook, Google or Apple does not have a standalone brand, but rather is at the mercy of the digital giants, who can change the rules of the game at any time.
What is your burning platform? Having customers walk into your store to shop for a flat screen TV, then ordering it through their Amazon app at the store because Amazon has a better delivery service. Having customers wait 15 minutes to get a service rep to help them find the right stroller, then walking out after realizing that they are better off going online for help.
Today, you cannot go online without seeing an article about the death of advertising. Advertising agencies are getting the squeeze, and things are likely to get worse. What’s the way forward? Let's start by defining the problem. Customers don't trust advertising for the most part. They are tired of being interrupted. Many are blocking ads altogether. To map the future, I looked at the present.
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
