6 rules for brand success in the digital age

Charlie Ebdy
Vizeum UK

Today, around 90% of brands fail. Charlie Ebdy of Vizeum argues that we need to break the old rules of brand building to succeed in the era of 'permissionless innovation' and offers six new rules to grow a brand in the 21st century.

It's a guilty secret of marketers that our brands are unlikely to succeed: in spite of our best efforts, the failure rate for new brands is high and likely increasing. This failure is because we have focused on learning the lessons of brands whose battles were fought and won in a different era of business, creating principles that fail the millions of new brands trying to survive in a fundamentally different competitive environment. To build a successful brand today, we must recognise that the old rules of brand building are fit for sustaining success, not creating it, and break them to succeed.