The New Mechanics Of Brands, Channel Shifts, & Unexpected Digital Opportunities

It’s different now, when brands can build their own communities on Instagram and Twitter, sell cases and subscriptions directly to consumers, and re-engage through text, e-mail, and Facebook ads.

Yet, the world we live in is shifting rapidly. Consumers’ changing expectations and behaviours are affecting the ways in which brands can be borne and built. Complexity and choice paralysis has increasingly become the norm.

As one brand leaves its curiosity gap open for a particular consumer, another comparable brand is able to swoop in and fill the gap quickly thus acquiring the customer away from their competition. Over long periods this dissonance and operational thrash fracture both the customers’ contract and affinity with the brand.