'Beyond the Brand: Why Engaging the Right Customers Is Essential to Winning in Business'
This holistic, organic strategy allows companies to recontextualize and reframe their brand continually, making necessary adjustments as the community and customers evolve.
In the context of the rapidly changing business environment, it is time to question what we already know and how we attempt to learn what we don't. Are we using tools that provide us with meaningful and useful insights that can drive corporate strategy from the context of our customers, bottom up through the organization?
Can data be transformed, from the bottom up instead of top down, into relevant innovation in branding and product development? The only solution is to develop new ways of understanding and finding meaning in the dynamic flux.