All successful brands have evolved their marketing messages from a commodity, to a product, to a service, to an experience. The next plateau along this path is for an organization to truly create a transformation in the relationship that people have with a product or service.
With Starbucks, Howard Schultz successfully transformed the way people interact with the product of coffee. Knowledge has grown, consumption has grown, awareness has grown, and the expected spend for a quality coffee drink experience has grown. A single company has transformed an industry.
When this phenomenon is achieved, others will flock to the market. They might offer more convenience or they might offer a similar product at a lower price.
The only way, for you as an innovator, to continue to lead the marketplace is to stay one step ahead of everyone else.
This is where Future Trends Identification & Planning becomes critical. As we work together to create the experience of your brand, we will develop a platform, which not only defines your offering, but also your desired culture and the desired experience that the world will have with you.
By understanding this platform, sticking to it and continually identifying new opportunities, based on identified future trends, we will help you think ahead and stay ahead of those who may try copy some of what makes you so successful.
Elvis Presley once flew in his private jet from Memphis to Denver’s Stapleton Airport just for a sandwich.