All posts filed under: Brand expansion

Expanding the brand experience: one question looms large

Relationships are becoming more one on one; communications are becoming faster and more frequent; customer loyalty cycles are becoming shorter – and yet organisations, returning to merger mode after the GFC, are scaling to breathtaking size. The dichotomy between the intimacy customers are looking for and the footprint that companies are generating in order to, supposedly, reach those individuals more efficiently is glaring. This incongruity came up in conversation recently during a discussion about the mega merger of Omnicom and Publicis. We were talking through how such a merger would probably be great for the agencies’ biggest clients but might read as a signal to depart for those that could now fall below the horizon of attention. Imagine how much clout you’re going to have as a marketing client with even a few million to spend in a Group that will be billing around $23 billion? Imagine how difficult it is for a company of that scale to deliver communications that feel one on one? I’ve seen and heard a number of reasons for why …