Effective Naturally

 Last week we looked at how the world has shifted.

If you didn't see it, catch it here and ponder the way you're adapting to the shift.

Why evolve at all? Well just ask Kodak, who last week entered bankruptcy as they failed to move with the needs of their customers and lost huge market share.

Sure it's a household name, but without being relevant and moving with its customers, it fell from what was one of the 30 Dow Jones blue-chip stocks at $80 a share to 39 cents a share when they declared bankruptcy.

But the way in which you shift and adapt is something you must take great care with.

Think things through and remember to be proactive to think about how it will affect your customers.

It's no secret that people HATE change. But people do love a good story and to feel like they're part of a journey. So as a brand adapts to the world it's important it seeks to evolve continually rather than force too much change at once.

There are two brand elements that should stay constant:
    - your brand personality (though it may mature)
    - the core purpose (assuming you have correctly identified why you exist)

We like to think of each brand as a human. It has feelings, behaviours and of course a reputation. But like any human it gets older, wiser and will go through the phases of rediscovery.

So think of your friends here. Generally we have that annoying friend who is full of beans one day then sucks the energy out of you the next. I think we like to call them "Hard work". There are also the friends that do nothing and go nowhere, every day is the same. Of course you don't bounce out of bed in the morning racing to go see them either!

Then there are the friends you can have a year apart from and it just feels natural to be around again. Seeing them usually leaves us feeling great! Things will happen in life that will require a person to adapt such as change in location, learning new lessons or embarking on new adventures, but for most the thing that doesn't change is their heart and soul. The things they do might change but often their motivators and essence are still those of someone we like to know.

Which 'friend' would you say your brand is? Hopefully it's the friend that you'll want around for life!

Finally keep in mind that not all relationships go on forever - sometimes we no longer have something in common with a friend. Sometimes the relationship just gets old and people move on. We want them still be able to relate to you, we want them to remember the great times you shared, because we still want them saying great things about you to those who still might need you.

The Point:
See your brand as a human being. Don't be so quick to change, just take it easy and grow with your customers sharing your heart and soul in a way that allows them to maintain a connection worth holding on to for the long-term.

Quote of the Week

TouchPoint Awards

WooHoo of the Week - Country Club Tasmania
Last Saturday night I went to see a movie in outdoor cinema at Country Club Tasmania. Unfortunately the weather was garbage! It was a free movie and the show went on. The WooHoo is deserved here as many people hadn't brought umbrellas, but the Country Club staff went to the golf shop and bought more for patrons to use. They also came around to all the hardcore movie buffs (that's anyone who was braving the weather) to say thanks for braving the rain and gave a voucher to "Buy 1 get 1 free buffet" which could save you around $25. This was totally unexpected and can I remind you the movie was free in the first place! They took the opportunity to share a special moment that will not only attract a few people to the buffet but left customers feeling a strong sense of appreciation.

BooBoo of the Week - Village Cinemas
This is a tiny touchpoint but I noticed that I wasn't the only one that hated it! Our local cinema does not have a Gold Class cinema, but before every movie they advertise how great it is. Yet we are sitting in a cinema that hasn't seen an update in years with seats that are marginal at best. Don't promise what you haven't got.


That's all for another week. Have a great Australia Day and remember that anything is possible in this country that we are truly lucky to live in!

Cheerio,
Rick Marton Brand & Culture Architect