Innovation and Branding!in the realm of 4th Industrial (R)evolution

The world is innovating more rapidly than ever. The very purpose of innovation has been undergoing a paradigm shift from various focal points towards human-centricity, circularity, & sustainability.

The 4th Industrial revolution

We are currently experiencing the 4th Industrial Revolution. Predominantly led by technology breakthroughs, it is fusing the physical, digital and biological worlds in real life. It is continuously challenging the foundations of all disciplines, economies and industries, and even human fundamentals.

Organizations, establishments, and governments that lack systemic consciousness might not be able to adapt and succeed in capturing the benefits of this revolution.

Fortunately, the degree of capabilities humanity has unfolded unto itself in this revolution has the potential to overcome all the mistakes that humanity has made in its history, to reach this place.

Although everything comes at a price, consciousness can help us quickly re-orient ourselves to sustainable and survival fundamentals, making both farther and faster a possible reality.

Innovation

The very nature of the industrial revolution 4.0 has made ‘Innovation’ a fundamental organizational function & a conscious responsibility. Nevertheless, appropriate functions demand their part of attention with no compromise in importance in delivering holistic customer experiences. Innovation across the complete value chain than just at product and service levels has now become a mandate.

Ever in history, the cycle time of ‘Innovation to market’ is the shortest now. Phenomenal developments in rapid prototyping are expanding possibilities incredibly. Many potential platforms and powerful digital tools are being democratized paving the way for even individual ideators to come up with disruptive & actionable solutions for relevant market problems, in no time.

Fundamentally, the constitutional dynamics of organizational structure are changing and making us rethink the foundations of traditionally proven, time tested management principles and priorities.

In this dynamically evolving environment with disruptive innovations happening faster than ever, for an organization to appeal to its expected customer base, establish a presence, and hold itself sustainable it needs a lot more than just essentials.

Branding

Building a brand has always been a long-term commitment that results from thousands of interactions between a customer and the brand’s touch-points over time. Now, the 4th industrial revolution is continuously raising the bars.

Next to innovation, branding is now becoming a fundamental organizational function and a conscious responsibility too. As it is important to innovate, so it is important to sell. Appealing to the right customers, at the right point of need, in the right way; effectively communicating to them how a brand consistently facilitates and equips the customers in becoming who they want to be, considerably improves the chance of winning.

Buyer dynamics are substantially evolving with time. Preferences are changing, expectations & fulfillment needs are intellectually maturing. Consumers are becoming more environmentally aware, social sensitivity & responsibility are consciously improving. Although, as customers are cost-conscious, they are becoming more brand conscious, being motivated by the purpose of a brand’s existence, and are more willing to be part of a bigger responsibility for the larger good than just buying products and services.

In this realm, organizations still relying upon the concept of branding as just ‘logo & website’ may have to go through multiple adventurous journeys without dimensions and boundaries, leading itself to ineffective resource exhaustion.

Branding at its substantial core has incredible potential to be tapped. Consciously tapping into its potential, an organization can gain an inspiring competitive advantage in this I4 marketplace. The organization that consciously weaves the right innovation and brand dynamics together into the fabric of its function, will win the hearts of its prospects, eventually establishing a sustainable bottom line.

It is how you show up, so will be called for!!!