14th January 2013
The Swedish academics, Jonas Ridderstrale and Kjell Nortstrom sum up the situation perfectly: “The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educational backgrounds, working in similar jobs, coming up with similar ideas, producing similar things, with similar prices and similar quality.”
In an example which is very close to home, a CEO of a large international bank said that he ‘could put a credit card’ between his organisation and his major competitors, the difference was so slim.
You see, it’s all too easy to lose sight of ‘who you are’ as a business, particularly if it has evolved. As you take on new people, new clients, new channels, and particularly when you become involved in mergers and acquisitions, it is so often the case that the central spark that once lit up your business flickers and falters along the way. This is the time to ignite your brand.