Close your eyes for a second and imagine that you can see a pyramid before you.
That pyramid is your marketplace and down near the base are the businesses that are run by proprietors.
A lot of those proprietors are just temporary custodians until they go out of business because proprietors don’t actively innovate.
They simply divert some of the commerce that their industry would normally generate over to themselves without adding much value.
However, as we move up the pyramid we start to find entrepreneurs and they typically strive to create something new or better for their customers.
In fact, instead of selling just a product or service like the proprietors do, you will find entrepreneurs working to create a Brand.
And what of the Holy Grail then?
Well, just as you might expect, it lives at the top of the pyramid.
It’s that special place where a Product or Service has become a Brand... and then transformed into a Culture that's adopted by raving fans who buy without great resistance.
Here’s a couple of examples...
A television programme named Star Trek became a brand and then a culture.
A motor bike called Harley Davidson became a brand and then a culture.
... and I'm sure you can think of many more.
So as we stand at the start of a new year contemplating what the year ahead will bring us, let me ask you two questions.
Will your marketing transform the way your marketplace sees you and relates to you?
Will you move towards the Holy Grail?
As always, you are invited to post your thoughts and comments.
Keep your powder dry,
Warren Cottis