UNTRAPPING THE MIND

Opening the mind to new ideas. New possibilities.
New context. New products & services. New ways to grow.

That calls for changing business-as-usual. Why?

Brands are getting caught in the parity trap

Consumers, faced with clones in every category, really don't care. Price becomes the only thing that matters. That's what we call commoditization of brands. And that's a real problem today.

 The surplus society has a surplus of similar companies, employing similar people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.   

KJELL NORDSTRÖM & JONAS RIDDLESTRÅTE, FUNKY BUSINESS

Emotional disconnect with brands is the second problem

Logic has taken the magic out of brands. We have unwittingly
turned consumers into cold sales statistics. People are answering back
with their indifference.

 The essential difference between emotion and reason is that emotions lead to action, reasons lead to conclusions.   

DONALD KALNE, NEUROLOGIST

Finally, companies are being left behind
in a fast changing world

We live in a world that is volatile, uncertain, complex
and ambiguous. It challenges the very purpose of
the organisation's existence.

 In this Facebook era of sharing and connecting and friending and liking and all these soft power touches, we have lost the edge of winning.   

KEVIN ROBERTS, CEO, SAATCHI & SAATCHI
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