Behold the co-worker wheeling around in his desk chair, fire in his eyes, silent but frantically waving his non-phone arm in the air. The unmistakable, international signal for “I’m on a call, dammit, keep it down!” This happens a few times a day, whenever someone sneezes, yells at an intern, or dares enjoy some Slipknot. We work in an open floor plan.
My colleague Bob recently made his case for the open office environment (though he left out the part about him bouncing off the ceiling when the vuvuzela blares). It was a big change. But Bob, and most others, quickly mastered the necessary non-verbal signals and we roll on, reaping the collaborative benefits of our new digs.
Personally, I’m slower to change. You know what I’m really having a hard time with? Those unmanned “Express Checkout” stations at CVS. “Express,” my ass. I missed my train last night buying a bottle of water.
The machines are taking over. That kind of change can be unsettling. Change means moving from known to unknown. Change, however well meant and designed, can bring unexpected consequences.
But when things beyond your control change, you at the very least owe it yourself – and your business – to reconsider what you do and how you do it.
In b2b marketing, the relationship between seller and buyer has changed. The “Unique Selling Proposition” is a thing of the past. The days of “one voice” integration are numbered. Your customers and prospects have no time and little attention, and at the same time control information, communication and the buying process. The role of business branding and communications obviously needs to change as well.
The power of mental migration
In this new world, integrated business branding and communications can go beyond their old, conventional roles of simply raising brand awareness. They can create brand experience at each stage of your customers’ purchase process. And as such, you can have the power to turn people who have never heard of your company or brand into prospects, then into buyers, into loyal customers, and into long-term brand advocates.
These migratory abilities result in real, measurable business outcomes, including growing revenue streams, increased brand equity and accrued brand assets. Change can most certainly be good. I’m almost ready for that driverless car.
When you’re ready for change, we’re ready to help. Until then, check out our handy compilation of just about everything you’d want to know about the shifty changes that are turning marketing practices upside-down. It’s an e-book, and it’s here.