Flexible entrepreneurship is key
It's not just about doing business in corona times. It's about flexible entrepreneurship in general. You should always be aware of the latest trends. And you should always know whether your brand is still relevant. But especially in an era of major changes, the world demands fast & smart .
We are now dealing with the disruptive power of technologies, geopolitical shifts (Eurasia) and pandemics. These developments force organizations to respond quickly and intelligently and to anticipate changes. It requires resilient companies. A characteristic of these companies is that they are increasingly busy devising and executing a series of projects. Project-based work leads to more focus and greater speed of action, precisely because talented employees like to work on projects.
We also see this with market leaders. These are companies or brands that have developed their own (new) category or segment. They have not simply become the largest. No, they indonesia telegram data have come up with something new that allows them to lead the segment. They are frontrunners and keep the category current and relevant through their own innovation. Just look at Coca-Cola, they came up with the first soft drink. And Nestle created a new way of making coffee at home with the Nespresso cups. Provided with the feeling of luxury and choices of drinking coffee outside the door.
There is only one strategy that is right. That is the one where you ask yourself: how do we keep our category current, interesting and competitive compared to other categories? With ultimately only one goal: creating added value.
Evolution of brands
A shift is also noticeable in creating added value for the brand: from the trust phase to the self-actualization phase.
Trust phase
In the early stages of the brand era, gaining recognition as a company was the most important strategy. Everything revolved around 'big is beautiful'. And there are still brands where this plays a major role, especially in categories where uncertainty plays a role (for example in insurance). Interpolis still plays on this with the slogan 'Glass brighter'.
