As a professional I am amazed at both the opportunities in today’s marketplace as much as I am the limitations.
The limitless opportunities to connect and provide something real to a specific consumer has never been so real.
The limitations in trying to please everyone has also never been so real either.
Nobody cares unless Somebody cares
Brands are so adverse to risk when the greatest opportunities are proportionally attached to the risk of getting specific on WHO and WHAT.
Is it a coincidence BIG brands cannot seem to spend their way to the ubiquitous successes of past glory? I think not. Its the sign that things are working we just have not adjusted as professionals.
24 years ago when my career began it was much more favorable to be one of the Big brands with a wall of skus in every store and to be in every store in the specialty space.
Now those big brands are at a loss. We are in the age of connection and brands that are very specific in what they do, why they do it and ultimately who they do it for.
That is a tough nut to crack for the big brands
The challenge as a professional is where to add the value? Where are we most needed?
I believe that the greatest constraints for big brands is to get out of the “Group think” mentality that accompanies the status quo. To be the one that asks why not and delivers value that is creatively outside conventional thinking. That comes with much criticism as I am experiencing in my career.
Giving people what they want often times serves neither the brand or the professional. It is the goal that matters most.
The small brands that often start from a true desire to solve a specific problem for a specific community have a different constraint altogether- Strategic “conscious” understanding of the process and the ability to navigate this as a experienced adviser to the team.
There is not a map and what we leverage is not relationships to speed the process. The work is the work. The brands part of the deal always remains to its customers and creating experiences for them.
There are lists of questions to be honestly discussed….but it really starts with getting specific because Nobody cares…except specifically somebody