It's been a long time since my last post, so I want to share an article that I wrote for my company's blog about the Deaf Brands and the Nintendo case.
" Brands should adapt their identity and value propositions to their environment, depending on the changes that occur therein.
For that you have to watch and listen. Hear what your consumer does,
your environment and your competition. The result of not listening is
having Deaf Brands.
Deaf brands are those carrying out their activities without counting
their audiences. Deaf and blind to not see or hear what is happening in
their environment, which directly affects the relationship of the target
with the brand.
It seems that this has more to do with the product with the brand,
but in the end the brand should have the ability to generate a unique
experience at every point of contact where the consumer expects. And
sometimes this leads, innovate, reinvent or be in places you’ve never
been.
The powerful brands are those that are able to build a value
proposition differential that can be activated in any aspect of life of
its consumers. Wherever you are and whatever they do. Being part of a
consumer’s life, and engage in it, is to move from being a brand to a
brand irreplaceable.
One sample could be Nintendo, because it remains stuck, and
determined to be a manufacturer of consoles in a world where the
customer’s experience is done via smartphone, tablet or smart TV’s.
It should change its brand value proposition and focus on building
relevant content to their audiences, that provide unique experiences in
all possible platforms.
Kodak, Atari, Suzuki (in the U.S.), are Japanese brands that have
disappeared because of not adapt and change its activity and positioning
in front of a new paradigm.
Will Nintendo be the next? "
See the base article here
