A brand is a living thing. A persona. A brand story is shaped by customers who decide how the product or service is relevant in their lives. Because life is never static, brand is a context in which conversation takes place.
Brands stay relevant by being interesting.
By staying in character. By helping people solve problems they don’t know they have. By helping them be more of themselves. Or even be their better selves.
Brands must always be attentive to key questions
- Has the key target user changed?
- Has the story lost relevance?
- Has the brand maintained synchronicity
with the organization’s larger story?
Brand management is the business of artful influence, whether through nudge or statement. But certainly, persuasion lies in divining the mind of your customer.