We asked some stalwarts a simple question. Here’s what Mike Tod, chief marketing and customer officer at Air New Zealand, had to say.
Brand. Brand. Brand.
As companies wrestle with opportunities driven by more data and matching customer preferences, the temptation will be to trade off and under-invest in their brand. Heading down this path could be one of the biggest mistakes they make as the cost of recovering a brand's health can be crippling over time. Now, more than ever, a company needs its brand health in a premium position to help it cut through the noise and clutter in a crowded marketplace. Customers need to clearly know what a brand stands for, so that it is in their consideration set and it doesn't drift away in the sea of nothingness.