It’s time to get out. You’re going to have to adapt your way of doing business. If you are still under the illusion that this wasn’t the case, well, good luck. ‘My managers will fix this’. Well, managers are thé natural enemy of change. So, start thinking and acting as a leader. 

As a brand, you need to be and stay relevant. Start from a strong core, use it as your basecamp for continuous development but stay true to it. This core is your vision, mission and values. It’s what defines your identity, it’s what makes you ‘yourself’, and when used consistently, it’s your ticket to Disneyland.

McLuhan introduced that the medium is in fact more important than the message or the content of the message. The nature of the medium, becomes a different message. Hence: the medium is the message.

At the moment it’s hard to imagine, we know. But arduous situations, even like the one we are facing today, provide the right soil for long-term impactful changes for companies, teams and people. It is precisely the appropriate time to re-think how you are running your business and to create new foundations for growth.

Don’t be fooled by the title of this article, we can’t stress enough how important it is to get a good understanding of your rivals and how they behave. But, you can’t go looking to create something unique, by scanning the competition, right? Knowing yourself as a company or brand is on a whole other level on the importance-scale.

A brand with a strong purpose acts from this core as a starting point for everything. And that’s exactly the difference: it can’t be about ‘purposeful marketing’ and brands claiming to be purposeful without taking real action. It has to be about behaving as a purposeful brand, in everything you do, every single day.

Stop communicating, start conversating. And sack your communications agency.