Another Way to Look at a Commoditized Brand

Riamo van de Klein, blogger for thinkmobile, wrote this unique and insightful look at the phenomenon of rethinking who you are as a company. This compliments yesterday’s post about what to do when your brand gets watered down and commoditized especially when it is an established brand. The reality is every brand will eventually face that situation as it moves from being a trend, to a reality, to success, then a universal brand in the habit stage (see post about this credibility branding template). Raimo poses the thought that Companies are actually tools and maybe even delivering value. I believe the opportunity is then to maybe even know what value they deliver... MAYBE even thinking about that as a mission statement (a conscious marketers dream)!!! The notion of "the empowered and connected human" that Raimo discusses is just great read on…

What business am I in?

Feb 25th, 2007 by thinkmobile Raimo van der Klein

NOTE OF WARNING: COMPLETE UNSCIENTIFIC THOUGHTS ENTERED THIS POST

All around me I see businesses and complete industries asking themselves this question. How is it that right now so many people are asking themselves this question? It is almost like finding an object in your basement and asking yourself where did I use this for? Or in the middle of a fight you asking yourself why the hell did we start this fight? Strange to see people sitting in the middle of their resources and tools questioning their purpose or reason of existence. What changed? Just like in the example of the tool and the fight time passed and the use or purpose of the item diminished. Therefore becoming obsolete. In other words the energy just went out of it. It is Autumn in company land. Why would this happen. Why do we have a changed view on the use or purpose of companies (maybe we don’t see it yet that conscious). My personal belief is that the belief system of “welfare = happiness” isn’t right. Also the belief system of “stuff = happiness” isn’t right anymore. Well companies are the centerpiece of both these belief systems. So now our pursuit of happiness continues towards new beliefs. Basically we created machines that would bring us happiness but didn’t. We also created a belief system that isolated growth (careers, market share, beauty) would bring us happiness. We believed that a free market meant healthy competition. All these beliefs are crumbling currently. Basically resulting in companies ignoring it, companies that are apathetic, companies that sell themselves and companies that are adapting.

How are the new beliefs looking? Well again in my opinion in random order: people = happiness, collaboration = happiness and contribution = happiness. What will be building as the centerpiece of such beliefs? Well it is US. Not the United States but YOU, ME and WWW. The empowered and connected human. No longer slave of the tools he builds. No longer dependent on the institutions he builds to govern him. A flat world. Total democracy. What role do companies have in such a world? They are no longer the motor of society. They were great to create strong countries but they are not great to create a strong world. Or are they? Is it unthinkable that these thoughts might even influence the perceived value of money? The motor is a connected virtual marketplace of millions and millions of individuals. Sharing, creating, trading, recommending, changing, influencing, exchanging and demanding.

I believe this future brings companies back in the role of creating tools and being tools. Like the blacksmith in any medieval village. Access to resources and happy to serve you.

So if you ask yourself what business am I in. Here is the answer: whatever business you choose to be in. Look at your access to resources. Look at your skills. Ask yourself how you can support the new belief system and create tools to support this new world.

End

I would add; your choice is based on several factors or really questions you might consider. What/who were you when you started? How has that changed and why? What is your customer expecting (ask them! This link is to way of doing that)? What are the benefits you are now delivering or what pain are you solving? What are the market and consumer trends and how can your vision leverage those trends or even change them?

Comments

[Raimo van der KLein]

I like your additions.