Brand Storm Page 3
The Big Idea
The Internet is just the beginning of the Information Age, the gateway to the newHuman economy. Brand Storm explores the future of business in a verymeaningful, hopeful, creative, and visual way. This is a business book that readslike a life plan. Divided into three main parts: Ideas, Actions, and Dreams, BrandStorm aims to inspire, to reach out and touch our emotions as well as our reason.Brands, dreams, and values should be integrated into your life so you live andbreathe customers. People should be at the heart of every thing you do. Boringold companies that do not recognize the power of their customers are dinosaursand will meet their inevitable extinction. The communication and technology wehave today democratize the economy into “one vote, one voice” per consumer.These are just the baby steps toward a future where the brand becomes verypersonal. Any betrayal of a customer’s trust means she will have her revenge.Heed the Brand Storm message and be warned.
The Brand Storm Wishbone
What is a wishbone? A plain English blueprint for the success of your idea.Vision – Business success in the new human economy, through mutual trustDream – To be the first truly engaging, enjoyable, and accessible business bookPurpose – To help you, the customers, establish economically viable andsustainable trust with your customersPromise – To enhance your future business prospects in an enjoyable andmemorable wayApproach – To illuminate the future, to make ideas actionable, to inspire you towant to live your own dreamsStrategy – To ignite you to take positive action by appealing to your emotions aswell as your reason, to help you implement Brand Storm through a dedicatedweb site, to encourage dialogue between you and the author and other readersto create an ongoing and shared experienceTactics – Make it fun, simple, visual, dynamic, and doable.“The only difference between being a child reading an adventure book and beingan adult in the 21
century is that the child can put the book down, and you can’t”
The Seven Ages of Man
We have entered the age of ideas. “One man one voice” is the cry of democracyon the Internet. The network gives us universal rights of suffrage and those wholose in the service of the customer will lose by the millions.With the Internet, the customer has the right of reply. How many e-mails haveyou received written by angry customers who are out looking for revenge? Someare out for blood. The service in most places you go to is less than satisfactory.
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