Brand strategy is changing.
From creating a unique story around a generic experience to designing a unique experience that tells its own story.
In a recent panel featuring four of Norway’s most prominent CMOs, there was an agreement amongst several that their brand strategy was increasingly becoming an innovation strategy rather than a communications strategy.
This is only logical, as a consequence of the changes we have been seeing in the media consumption and digital communication landscape the last years:
- As the cost of having a story adopted through media – in a landscape of increasingly fragmented media consumption – is getting more and more expensive.
- As digital communication has been recalibrated to create products, not campaigns, experiences, not stories.
- As products and services has become something that updates, changes, tailors, perfects and redesigns itself digitally without the “physical” costs of scale, distribution etc.
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