It’s a simple question that seldom has a simple answer: why do we matter?
Brands struggle on this most basic of questions. Not just small or emerging brands, but big, public brands that have been around for a lifetime or more.
As the global village simultaneously grows closer with technologies designed to connect users and moves further apart with polarizing politics and fiscal policies, a unifying element may well be figuring out why your brand matters and understanding how to make it matter even more. Help may be at hand.
Having worked with a range of companies to tell their stories in disparate industries and geographies – to the public, investors and internally – I have found that the common gravity point for successful market positioning and global growth stories came when we identified why they mattered.
But there was a twist.
There is a common outlying thread as we grappled with the question. That twist? Blockchain as a growth enabler. For years a punchline among futurists as a catchall solution to the world’s woes, blockchain had grown up – and many had failed to notice.
Continue reading: https://www.thedrum.com/opinion/2022/10/12/if-blockchain-the-answer-global-brands-what-the-question
Brands struggle on this most basic of questions. Not just small or emerging brands, but big, public brands that have been around for a lifetime or more.
As the global village simultaneously grows closer with technologies designed to connect users and moves further apart with polarizing politics and fiscal policies, a unifying element may well be figuring out why your brand matters and understanding how to make it matter even more. Help may be at hand.
Having worked with a range of companies to tell their stories in disparate industries and geographies – to the public, investors and internally – I have found that the common gravity point for successful market positioning and global growth stories came when we identified why they mattered.
But there was a twist.
There is a common outlying thread as we grappled with the question. That twist? Blockchain as a growth enabler. For years a punchline among futurists as a catchall solution to the world’s woes, blockchain had grown up – and many had failed to notice.
Continue reading: https://www.thedrum.com/opinion/2022/10/12/if-blockchain-the-answer-global-brands-what-the-question
