A play has acts
A book has chapters
A album has tracks
A brand has products
In each of these scenarios we are wanting to an engage an audience. In each of these scenarios we need a story and the story needs to evolve rather than just appear disjointly.
You can take this concept to marketing - a brand need to create its own evolutionary journey.
- Evolutionery in the sense of taking people with them on a journey - think of a music album, each track is different yet part of a bigger whole. Each product needs to be a step on that journey.
- Staying true to the brand, an evolution of the experience is required. People need to recognise the experience of the brand but feel they are being constantly surprised.
- Each product needs to make sense on its own but also be part of creating the brand story as a whole.
- Each one sets the audience up for a potential sequel or 'what next' feeling...
I believe too often we see one product or a service as a 'project' in their own right rather than part of a whole.
I believe too often we see the experience of customer service as an adjunct rather than part of the whole
I believe too often we see the way we lead people internally as diconnected to the outside world, rather than part of the whole.