Trendwatch: Servile brands
Henry MasonTrendwatching.com
Yes, consumers are more demanding, time-starved, informed, and choice-saturated than ever before. For brands to prosper, the solution is simple though: look far beyond just great customer service and transform your brand into a 'servile brand'. Turning servile means becoming a lifestyle servant, totally focused on catering to the needs, desires and whims of your customers, wherever and whenever they are.
There are three reasons for this trend. Faced with absolute abundance, hyper-connected consumers' expectations are rising. That abundance contributes to a feeling of time compression. And transparency and empowerment in the social era...