19 January 2010 47 Comments

Brand communication: need for adaptation

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

brand communicationbrand communication 2Change is a constant thing in life. Any brand that refuses to change on time with trend will discover too late that it is already in the graveyard. We are in the age of adaptation. A cursory look around will show signs of this. Before, many people cherished eating at home. Then they had enough time to cook their meals. Today the pressure on people’s time had opened opportunity for quick service restaurants to provide a stop gap in- between to help them out.

Despite these signs many big brands still cling to the old ways of doing marketing business. The need for adaptation has being nailed by this quotation: Adaptation means not clinging to fixed methods but changing appropriately according to events. We need to realize that in today’s business environment, success does not belong to the strongest of the species or the most intelligent, but those who subscribe early to change, adaptation before it is too late.

 The world is moving more rapidly, Holding to old strategies of doing business is becoming increasingly dangerous, poisonous. Technology keeps expanding and new discoveries are being made everyday. Brand’s strategists, communicators must ensure they are constantly overhauling their skills. Without adaptation, most brands will be lost in the sea of innovation. For many brands to survive today, such brands should be armed with these basic ingredients.

Change mindset/be open: It is not compulsory that we must absorb everything, but gateway to new discovery is a mind that is open and is willing to accommodate new ways of doing business. Never say never.

Plan/ strategize: when your brand is open to new ideas, it will see need to plan ahead. This will necessitate the need to plan for necessary changes or ignore them. This will also lead to strategy formation, deployment of troops ahead of the battle.

Act: never being stranded with inaction. Act on what you think will help build your brand for tomorrow. Begin to sell the idea to decision maker as an employee if you are hired for that purpose otherwise if you keep quiet, you may soon lose your job as a professional who does not know how to guide. That is why you are hired in the first instance. Does anyone has contrary opinion?

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