Brand Audits Update x Christine Moody*
Many companies like Uber, Airbnb, and Square are changing how we live and work. The founders of these companies identified a gap and created a company around that gap. Some of the competition ie, the traditional taxis, do not like these companies because of the threat to their industry and their income. While I understand that, these companies are created because the current offering is lacking. I love the fact that when I am in a new city, the Uber driver is able to arrive quickly to pick me up, has a clean car, knows where they are going, and the best thing for me, is the fact that they give you local knowledge. This is just like having a local tour guide.
Smart companies and their leaders, do not see the innovation as a threat but a learning opportunity.
Smart companies and their leaders, do not see the innovation as a threat but a learning opportunity. They know that their industry will not be immune. They also know that they can apply the customer-centric model of these game changers into their industry and into their companies. Some have even developed innovative centres to be in control of their future and to embrace the new thinking–even if it scares them and they don’t know what is on the horizon. What they do know is that they have to keep up and keep close to their customers. They are the key and they are in control.
So what will be the next Uber in your industry?
*Christine Moody is one of Australia’s leading brand strategists and the founder brand management consultancy, Brand Audits. With more than 30 years’ professional experience, Christine has helped a diverse client base of local and international brands, including Gold Coast City Council, Hilton Hotels, and Wrigleys USA, to develop, protect and achieve brand differentiation.