Blur

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.

 

 

 

9 thoughts on “Blur

  1. Doug Arvanites

    I volunteer with the Fashion Scholarship Fund and am their liason/”Ambassador” to the Univ of Florida. UF has its Advertising Dept in the School of Journalism, sub-set of Liberal Arts. Their Marketing Dept is in the Business School. If the academics can’t get it right, how can the business world? Same bottom line issue. Its about budgets and turf.
    Good call out as always Steve!

    Like

  2. The blur is the awareness. The channel is the distinction. Many are confusing awareness with impression. The path to purchase is defined by the customer, not the business. The problem is in where the company puts the distinction.

    The bad news: I think companies don’t listen to customers nearly as much as they think they should, and certainly not as much as they claim they do.

    The good news: They’re starting to listen better.

    It will take time.

    Like

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