capere mutatio

“The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow.” ~
Rupert Murdoch 

In my last post, I outlined 7 aspects of brand reality in the digital world that I find worthy of discussion and debate. One was the concept of change: how to recognize when change is needed; how to accept it; how to embrace it; and why we all need to.

The “why we need to become comfortable with change” is easy to see. The business landscape shifts on a continual basis. The axiom “change is the only constant” has never been more true. But how to best react to this change is not so readily apparent. In the not so recent past, we recognized the importance of change, but were looking to identify seismic shifts that would act as game changers. Current reality is more subtle and pervasive. Trends are harder to discern, and may have less overall value when we do ferret them out.

In the new non-mass engagement world, only the most fundamental of pervasive trends have relevance to marketers. Rather, patterns that emerge in the specific preferences of our customers and prospects are more to the point. Change should be relevant to us in the context of “who we are”, and a big part of this answer is who our customers are. That Amazon (the epitome of customization) is more relevant to its customers than Wal-Mart (the embodiment of mass marketing) is highlighted by the fact that Amazon is now the more valuable retail brand, despite having no brick ‘n mortar locations (or at least not currently….).

The psychological step of accepting customer driven change also creates the focus shift from an analysis driven perspective (typically from 30,000 feet) to one that sees interacting with a brand’s customer base as the highest strategic imperative of all, and one that is both more interesting and fulfilling.

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One Response to “capere mutatio”

  1. John Ferraro Says:


    It seems that for management to even recognize a customer driven change suggestion that there must be more than a suggestion, more than a ground swell of input to that management. In matters of health care insurance changes, the only method of recognition seems to beby law suit…

    And the results are not often changed by even that because the common tactic is to stretch out the time frame of the discussion until the population protesting ages themselves out of the argument or management simply moves on…

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