Branding and the Copernican Revolution

The past few years have seen an incredible change in the relationship between brands and customers. As Jim Blasingame* once said, this is the age of the customer.

This is the age where prospective customers initiate the sales process by doing independent research, and then contacting the company’s sales representatives when they are already close to buying. This is the age where customers can make their voice heard through social media, where they can feedback to companies, and where they can influence business decisions by putting pressure on companies. Customers can communicate with each other to talk about brands, share feedbacks and suggestions, and hold companies responsible for their social obligations as well as the quality of their products and services.

This is an age where brands need to embrace change and put their customers at the centre of everything they do, because that is what is expected from them.

In this video I explain how significant and revolutionary this change is:

With Copernicus and his heliocentric model, the revolution completely shifted the way we thought of the universe and the relationship between celestial bodies. In the same way, the ‘digital revolution’ has completely changed the way brands need to think about their customers and their relationship with them.

*Jim Blasingame is an American small business expert, radio talk show host, author of the award-winning book, “The Age of the Customer®: Prepare for the Moment of Relevance”

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About the author: Giulia Iannucci is a strategic branding and marketing consultant, and founder of KnowThyBrand. From brand identity to logo design, from website creation to digital marketing strategy, KnowThyBrand offers a range of solutions for businesses that are starting their journey and those that are looking to find a new way.

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