Your brand is a blur. Or maybe it should be.
If it’s because you lack relevance and differentiation, that’s a problem. And you need to fix it. First things first.
But more and more there is power in the blur.
Increasingly, the most compelling and remarkable brands are becoming boundaryless. They have moved beyond operating in multiple channels–remember, silos belong on farms–to embrace the omni-channel world.
Bricks and mortar. E-commerce. E-mail. Direct mail. Text messaging. TV. Social. Mobile. These are means to an end. Distinctions without a difference. These are divisions and departments; cost centers and budget buckets.
Your customer does not care.
The customer cares that you are where they need you to be, when they need you, for what it is they are trying to get done. Knowing them and showing them you know them. Listening. Engaging. Acting.
Most organizations seem to like things clearly defined. A place for everything and everything in its place. It’s easier, but it does not work anymore.
Embrace the blur.