Link-Tip: "How Successful Brands Live Their Difference"

"We live in a conversation driven world. Even if your brand is not an active user of social media, your customers and potential customers are. This is revolutionizing the way brands have to think about themselves and how they choose to compete", says Paul Worthington from Wolff Olins.

Brands must understand:

"1. You can't spend your way to success. No matter how big your advertising budget, or how much equity your brand already has, an undifferentiated offer will be found out through the power of online conversation.

2. The number of brands consumers have to choose from is exploding exponentially. For example, in just the past five years, trademarks in the technology space have risen from just under 100,000 to just over 500,000."

To become successful, you should think about:

"> Long term consistency of purpose ...
> Innovation as a core competence ...
> Culture as decision making filter ..."

More in Paul's post ...