Futurology of brand management
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IAN RYDER is Vice-President, Brand and Communications EMEIA for Unisys. Ian was formerly Director, Global Brand Management for Hewlett-Packard Company in Palo Alto, USA and is a graduate of IMD in Lausanne. He has held senior marketing roles in several major technology companies and has provided independent brand strategy advice to many other companies inside and outside the technology industry. He is an international speaker, chairman, author and lecturer on the subject of brand strategy and management. Ian sits on the Board of the US Brand Masters programme, the UK Board of The Journal of Brand Management, is a subject specialist reviewer for the Harvard Business School and is a non-executive adviser to the British Olympic Association. He co-developed the Unique Organisation Value Proposition (UOVPTM), a new concept in brand management and the subject of a book by Knox and Maklan.
Abstract ‘Networked markets are beginning to self-organise faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter and more demanding of qualities missing from most business organisations’. This is a quote from the website of cluetrain.com which comprises many of the points the author has been speaking on and writing on for the last few years — but it encompasses the New (or Digital) Economy as well. This paper examines what changes might be seen in the world of Brand Management in the next 10 years and how technology, Total Customer Experience and Customer Relationship Management all come together, for the benefit of the customer, and in the wider dimension of Intellectual Asset Management (IAM).
INTRODUCTION
Ian Ryder Unisys, Bakers Court, Bakers Road, Uxbridge, UB8 1RG, UK Tel: ⫹44 (0)1895 862066; Fax: ⫹44 (0)1895 862807; E-mail: [email protected]
A good place to begin this paper would be with a definition of ‘futurology’: a system or method of stating the probable form of future conditions by making assumptions based on known facts and observations. This seems like carte blanche to peer into the crystal ball which, in fact, is what all successful marketers throughout history have done. Who was it that decided everyone would be quite happy to spend as much as ten times the price (by volume) of Coca-Cola for simple drinking water? Who can deny the vision of Akio Morita when he defied all market research to launch the Sony Walkman? So, when Oscar Wilde said ‘The statistics on death are quite convincing — one out of one dies’, he was probably the last person ever to make a truly accurate statement about future
conditions based on known facts and observations! With this in mind, therefore, let us consider the framework for this ‘brand futures’ review. This paper will consider the fundamentals of why brands are relevant today and why that may change. It then moves on to consider the ubiquitous Internet and examines what changes, and some are absolutely basic, the development of this medium or channel is wreaking on brand managers the world over. Customer Re
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