In a world where more and more of the same
is becoming the most compelling business proposition, it is extremely
hard to make a product stand out in the crowd.
We've worn out all of our famous 4 P's long ago - until the level where
only rubbing in our brands into the brains of our target groups seemed
a sustainable way to distinguish ourselves.
But brands are becoming less and less interesting to our customers.
Because, once again, all brands are becoming more and more of the same
boring same. Therefore I think branding is also a dead end track.
Customers want a good product, or a good service - nothing less, nothing
Up till now we have been using - or abusing - technology in the same way
we abused marketing communications - namely mainly as a means to rationalize
our operations. To undress our services to the bone. To make our
operations more efficient. To make our sales more effective. To improve
our margins - preferably without adding value to our delivery.