As a result, we see a greenfield opportunity to re-invent professional identity as something that is a) dynamic (changes based on context, h/t Erik Torenberg ) b) evidence-based (features actual work, not just narrative, h/t Brian Balfour) and c) always up to date.
Remove your logo from your product, your website, your app, your ads and your customers should still know it’s you. Give your logo a break and focus on delivering a great customer experience, that’s what will turn your customers into advocates.
As more categories become saturated with options, promises, ads, etc., people will be more likely to avoid or outsource decision making. Obviously trust is the key hurdle here, but brands don’t command as much trust as they used to. The transparency of the internet has killed a lot of the magic. Brands that make overly ambitious promises routinely get dragged down to earth by the crowd. Trust has been replaced with the certainty of reviews — a more transparent and democratic substitute.