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up periscopeBroadband will change word of mouth The undersea cable is about to arrive, and ISPs are preparing to offer Kenyans the chance to access true Broadband connectivity. Download speeds are predicted to increase three to five-fold. But in business, marketers and their bosses would be unwise to dismiss Broadband as a technical innovation whose primary effect will be on speed of communication. Broadband will do more than allow accountants to send each other spreadsheets faster. It will fundamentally change the dynamic between brand and consumer. It has done so already, across the globe. In the commercial world we inhabit today, a company makes products or offer services. Usually they name them and give them a recognizable identity. Sometimes they manage to create a brand, but not as often as everyone thinks. Banks and airlines, for example, are visible and ubiquitous. But airlines and financial services are the two poorest differentiated categories in the world. (Source: Y&R BrandAsset Valuator). |
