Similar to the honest behavior of my 7-year old twin daughters, people, i.e., consumers want to be in control of their lives. They want personalized service – this is how Google, Apple, Facebook and Amazon have redefined the manner in which businesses must now operate. Today, brands have become the vehicles we use to experience life.

As such, we want brands to meet our high expectations. We want personalized attention and service because we’ve grown accustomed to it. In order for a brand to be successful in capturing our shared attention spans, it must be prepared to deliver on their brand promise at a moment’s notice.

Therefore, every brand engagement is evaluated against significant expectations. Today, a brand must stand ready to create meaningful experiences, on a consistent basis all with the intention of adding value to a person’s passion points in order to become part of their “mecosystem”, a term coined by Jez Frampton, Global Chief Executive Officer of Interbrand.

The video above provides further context to how a brand can increase their chance of becoming part of a person’s “mecosystem”.

Jason Vargas, CMO







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