3-D movies are becoming prolific and it’s about time. Those of us who grew up wearing the cheap cardboard frames with the crinkled and smeary lenses have long ago paid our dues. It was always more novelty than authenticity and that’s the difference today – authenticity.
The same can be said of our business, the development of B2B marketing communications for organizations in need of more authentic, three-dimensional identities - branding that can sharpen the vision of an organization and reveal a better business reality.
Just like the latest 3-D moviemaking, effective branding is effective storytelling, but it’s the authenticity of the customer’s experience that wins out.
Some organizations don't see this coming. They struggle because they lack clearly articulated brand identities. They sell themselves short, because they lack the vision to see beyond their products to the deeper needs of customers.
A customer sees such an organization as if through paper-framed lenses.
Until a competitor offers that customer a more authentic experience.
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