„Asking consumers how a brand should change is like asking a priest if atheism is a good choice.“

Von Natur aus sperren sich Menschen gegen Innovation und Veränderung, wenn sie es in der Komfortzone gerade gut aushalten. Warum dann auf diese Menschen als Kunden hören, wenn es Dir als Marke um Veränderung, Innovation oder gar Transformation geht?

Autor Michael Raisanen stellt fest

Change Is Good

People have a propensity to choose what they are used to because it makes them feel safe; it is recognizable. A lot of people get freaked out at the prospect of some brand agency changing the look of their morning O.J.: How will they be able to find it in the fridge?

The truth is that people are exceptionally good at adapting to change, and if done in the right way, it can be tremendously beneficial. We are, after all, the products of evolution. Approximately 100 years ago, Frederick Taylor, the father of scientific management, studied production rates in factories and discovered that small changes in the environment and processes increased productivity. For example, if you switched on the light, people tended to work a little more efficiently, and if you then switched it off again, instead of going back to the previous productivity levels, efficiency would actually rise a bit more. So incremental change seems to be good for ROI.“

Er fordert zu Innovationsbereitschaft und evolutionärem Denken und Tun auf. Er nennt ein Beispiel:

„Likewise, when the BBC tested the groundbreaking comedy series The Office on audience focus groups, it apparently tested among the worst in the network’s history. The network decided to stick to its guns, and lo and behold, now it is a global, multimillion-dollar asset. People didn’t like it at first, because it was different from what they expected a comedy show should be. That is often the case with disruptive, game-changing products and services.

Change is necessary in order to stay relevant. Stagnancy leads to obsolescence. Brands need to be brave, bold, and confident in their intuition–and stop being slaves to data that doesn’t carry real meaning.“

Den ganzen Beitrag im Original hier lesen


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April 2018
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