One requirement, as my colleague John Sviokla argues at his HBR blog, is that firms must develop real-time brand management capabilities.
Experiential currency increases every time the brand promise is actualized.
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Among other things, the turn of events has removed a huge competitive advantage for Ford at just the time the brand could use one, in view of its struggles to continue to grow and hold on to hard-won market share.
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Today our Brand Impact Evaluator and Commercial Value Calculator are far more robust, taking into account not only the quantity, but also the quality of time the brand is in the mind of the consumer (not just on the air), as well as the subtle, and not so subtle, ways true marketers squeeze value out of every dollar they spend.
Brand reinvention takes time, especially when the outdated brand was also outsize.
The problem was the sales people were spending 70% of their time on the brand that only generated 30% of the profits.
Well, the curious folks at Bose, Target and Timberland asked the question after an observation of the obvious and, in due time, became brand leaders.
Getting a favorable hearing for your message may not be simple at a time when your brand is under attack, but there are certainly ways to make it hard.
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But sitting on the plush purple seating on the 120ft yacht Sheleila, Mr Appleyard denies that allowing people onto multi-million-dollar boats for a few dollars a time cheapens his brand.
BBC: Group buying online shopping trend hits the Middle East
Most advertising is valued on the basis of CPM, or cost per thousand consumers reached, but Ferrazzi favors a different metric: cost per thousand minutes of engaged time with a brand.
"Every time a different brand's audit team goes into a factory, the factory has to move the fire extinguishers to be in compliance, " said Sandra Cho, corporate responsibility manager for Columbia Sportswear, which manufactures some clothing in Bangladesh.
Too many papers are trying to play the something-for-everyone game, looking for ways to keep readers around longer, when the real challenge is to convince readers with unlimited access to a universe of content that they need to spend any time with your brand at all.
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Ford and De Sole think that now is the perfect time to bring the brand back.
To put it bluntly, in this transparent, on-all-the-time world, a brand is as a brand does.
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Finally, for me, the next debates may help marketers understand the potential value of real-time sentiment for any brand.
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The time to evaluate your brand and next career move is always now.
That takes time as well (but not as much time as creating a brand new operating system and smartphone ecosystem would take).
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The last time a major web brand tried to make a social network out of its email program it was a disaster.
For the first time Thompson is forcing brand presidents to share some basic information, like how they have learned to improve quality or manufacture cheaply.
Mr. Kumar: We really needed to associate ourselves with an organization that would showcase our technology but at the same time give us high brand visibility.
While most of us have been focused on the Matrix One, DMM was, for a time, running another brand, Pacatek, which was also supposed to be making low-end Android tablets.
However, the big winner of the event--because it's far more than a game--didn't buy any advertising time for its base brand, but accumulated many minutes and millions of dollars of value.
An incredible sea of change in the way information is shared and distrbuted online means that for the first time ever, any brand can create its own content affordably and at scale.
This time the venerable British brand is staying one step ahead of its already digitally-advanced self by working a partnership with Twitter to tweet backstage photos of each and every look in the collection before livestreaming its London Fashion Week runway show.
When it comes down to it, if an organization places restrictions that limits the way it engages with the public, such as the ones placed on the Olympic athletes, it will eventually have an adverse effect on the brand over time, gradually making it less relevant.
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If you are employed and can build out your social media brand over time, raise your professional profile as an expert, and cultivate relationships with executive recruiters, then you have quietly but surely positioned yourself to know about your market and be known to your market without ever actively launching a search.
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Friedman says 45 per cent of us actually join brand communities to express our passion for a brand, and most of us (61%) who take the time to actually write about a brand on social media do so to say how much we like it.
The trick to staying a good, strong brand is the ability to evolve this promise over time, never losing sight of what makes your brand different, and never losing sight of the need to keep it relevant in a changing marketplace.
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Scale is paramount, particularly at the low end, where you can brand first-time drivers (I mean, listeners).
CEOs pray their that brand will buy time when a major disruption arrives.
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