Dialing into risk is brand marketing’s new cost of entry for the mobile-first future.
Staring across the digital landscape, the word “disruption” has become an increasingly familiar mantra. However, rather than making the necessary revolutionary changes that will protect and grow their business, many organizations are instead choosing to continuously make marginal improvements to the status quo. Isn’t that missing the whole point?
In a world where technology and consumer demands are evolving at an exponential rate, I would argue that all ecosystems must change to meet the rising level of expectation from consumers. “Disruption” is in danger of becoming a cliché, and there are no longer any excuses for failing to see what the immediate future has in store.
1. Do not underestimate the value of taking risks. Disruption has many faces, but product and marketing (or selling of a product) is often the best place to start. A brand’s ability to produce disruptive marketing is not restricted to big budgets or big-name agencies; it’s the firm’s willingness to take on risk. I genuinely believe that risk is the new cost of entry, and the great news is that it’s open to businesses of all sizes.
This story is from the October 16, 2017 edition of ADWEEK.
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This story is from the October 16, 2017 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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