![]() It gives us the freedom to create a total experience beyond just image, an experience that considers every interaction between brand and customer. #Matrix red pill full#Yet it helps us discover genuinely new perspectives and unlock the brand’s full potential. We need to get a feel for how the brand looks to real people, what they do with it, how it makes them feel. For example, instead of clustering propositions to appeal to “target audiences”, we resolve to get closer to the individual customer experience. It helps us challenge our assumptions and embrace a new mode of thought. So, do we take the blue pill and keep on doing what we’ve always done, focusing on product and visual expression? Or do we take the red pill and face the reality of the situation? The red pill means starting to ask bigger questions about how customers are experiencing your brand in the real world, and, crucially, what you might do to improve that experience. Technology and ultra-accelerated competition mean that most brands are on a level playing field in those areas. Here’s a real-life reality check: these days there are few markets where brands can gain competitive advantage through product features, distribution, or marketing. ![]() explains what this has got to do with brand management. Sarah Westwood, Creative Strategist, Our Design Agency. If you’re a fan of the film The Matrix, then you will no doubt remember the pivotal scene in which Neo was given a choice to take the blue pill - which would keep him existing behind rose-tinted lenses - or the red pill - which would open his eyes to reality. ![]()
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