Branding in the high velocity economy

Last week, I gave the opening keynote for a leading global auto collision repair group, Fix Auto, which has locations throughout the US, Canada, the UK and France.

I opened with one of my favorite quotes from Rupert Murdoch: "The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow.”

What precisely does that imply? In this case, those who can spot the opportunity for rebranding of an industry sector, and who can pull off such a rebranding quickly. If you think about auto collision repair shops, there are a number of areas where we are seeing "high velocity change": customer expectations in terms of service quality are going up; there is a focus on cost reduction as insurance companies become more sensitive to increasing accident claims; rapid change in the very technology that makes up an "automobile" today. Each one of these areas of change can be spun into an opportunity through some unique business strategies.

My focus for the audience was to realize that we we live in a time in which we are seeing the:

• rapid emergence of new markets
  
• fast opportunities for arrival of new brand images
  
• new ways of achieving customer awareness around those brands, and
  
• significant opportunity to transform old, stale market and business structures to vibrant, new brands

Maybe the catch phrase is "branding in the high velocity economy." Folks who figure out how to do this will cause significant transformation in their industry, and from that, new and growing business opportunity.