In the face of globalisation and rival industries, traditional European products have come under increasing threat. In an era of competitive markets and digital transformation, traditional European brands are being challenged to create new, sustainable brand equity. Brands with a strong identity, connection to the land and a heritage that reflects long-established values are at risk of losing market share to cheaper alternatives such as social thedailynewspapers media and mobile technology. Identifying yourself first and foremost as a human being is a key need in today’s interconnected world. But identifying ourselves also means going against the tide – that is, respecting tradition rather than trying to shock it out of us. Traditional brands have it easy compared to many other organisations–they can claim that they have origins in their countries or Europe rather than from China or India. However, for many traditional European companies this privilege has become more difficult over the last few decades as modernity has put an end to their traditional ways of life. In an interconnected world where competitors are becoming more innovative and suppliers are moving towards Digital Transformation with ever greater digital housework, what will be left when these old ways of doing business fail? A challenge for every company looking to unseat the competition? Let’s take a look time2business at the challenges posed by interplay between culture and tradition on how traditional brands can respond:
The decline of the tradition-bound brand
In order for traditional brands to survive in the digital age, it is crucial for them to maintain a strong tradition of providing good, reliable products and services. This means child-friendly products, a tradition that dates back hundreds of years, as well as a cultural identity that resonates with the values of the original owners. Most brands are increasingly going their separate ways, seeking new audiences, new customers and new markets. This is good for their businesses, but it also means that their cultural identities are in danger of waning. What will happen when traditional European brands go digital? Most companies are exploring Magzinenews new ways of performing business. They are investing in digital transformation, marketing strategy and investment in digital assets to stand strong in this rapidly changing market place. It is important that these brands also have a tradition of providing high-quality, reliable products and services. And if they are going to survive, they must maintain their distinctive identity.
The rise of the imagineer
In the digital age, imagineers are the ones who invent new technologies and design new products. They are the heart, blood and soul of every industry. They are often the originators of new brands, who forge links between brands and products by creating entirely new uniting brand identities. This is what happened with the ecommerce giant Amazon, which started its journey as an online bridal shop in 1994. In its early years, Amazon sold mostly books and home remedies, but in 2000 it went digital, launching its first ecommerce product, the drum machine. In its early days, Amazon was successful mainly on the basis of its uniting brand identity and strong reputation for quality products. But during the last decade or so, Amazon has made tremendous strides towards becoming a digital uniting brand. In the early 2000s, it was the discovery of new technologies and the Internet bestnewshunt that set Amazon apart from its competitors. The company started to sell books and electronic books in 2006, and in 2011 it became the first company to make a true general interest ecommerce product. Amazon now offers a variety of ecommerce products, including mortgage insurance, medical records and travel insurance.
Intermingling traditions and cultures
One of the most important challenges facing traditional brands today is the challenge of reconciling their traditional and modern identities. The transformation of the digital age into an era of competing cultures, with different values and different language and culture appropriation, poses unique challenges for big brands. In the early 2000s, the dominant European cultural paradigm was that of a small, heavily processing, largely religious, and largely oral culture. This was challenged by an array of diverging traditions and languages, most notably that of the middle eastern world. In the last two decades, the cultural confrontations between the United States and its European and Asian counterparts have been relatively mild. But in the future, when the flow of data and new digital technologies becomes more widespread, traditional cultures may come under threat.
Brand identity and culture
The old ways of doing business are being challenged by ways of doing business that are new and different. Traditionally, companies have been very closely tied to their cultural identities. Traditionally, the brand that owned the land on which the shop was located was responsible for the name, logo and logo design. If that is no longer the case, then it may be that the owners of traditional brands are in danger of losing market share to newer, more diverse companies.
Identifying ourselves first
The importance of identifying one’s own brand equity and identity first can be seen in the fact that companies are more likely to invest in brand equity if they have a clear idea of what the brand’s main purpose is. That said, identifying one’s own brand equity is a process of discovery. It is not an easy magazinehub task, and it requires the kind of research and analysis that is rarely done in a day or two. It requires the analytical skills of the owner of the company, the vision of the CEO, and an understanding of the market and how things work. These are skills that most companies do not possess. It is not the purpose of this article to teach companies how to identify and design their brand equity, but it is important to remember that it is the process of identifying and designing that matters the most.
Defending our identity against digital transformation
To succeed in the market, it is essential for all brands to have a strong, defined brand identity. This means identifying, designating, and imitating the heritage of the brand you own or govern. It also means being prepared to stand out from the rest. This is where brand identity and culture come into play. When a brand’s culture and identity are different from those of its competitors, it can reflect a number of different things, including but not limited to: – The brand’s original purpose (i.e., how it was created, the origins of its values, and the brand’s identity) – The manner in which this was achieved (i.e., how the brand was created) – The techniques used to achieve this
Identifying yourself first
In order to capitalise on the opportunities inherent in an interconnected world, it is essential for all brands to identify and defend their identity against digital transformation. This means going against the grain and challenging established values, such as by putting forward a brand new and original idea. It is also crucial that brands adopt new and unique ways of communicating with their customers, as well as new and engaging ways of engaging with the media, to stand out from the crowd. Just as important, though, is that brands make use of their advantages of strategic thought leadership, brand equity and cultural identity management. These advantages are the foundation on which any new strategy is built.
