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Reinventing brand relevance

Here’s a clip from a recent keynote in Las Vegas.

I’m challenging the audience to think about the issue of maintaining brand relevance, in the era in which customers increasingly influence the perception of brands through social networking tools.

The key challenge today is preventing a brand from becoming “from the olden days.” I emphasize this with a quote from Multichannel Marketing, April 2008.

In some ways, brands are like people. They get stuck. They have habits that are hard to break. They don’t always see their blind spots, and they lost touch with their core essence. They resist change. They become irrelevant

Innovative organizations realize that they need to continuously address the issue of the relevance of their brands, and must work harder than before to keep them “fresh.”

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