Thursday 13th April 2017
Back to the Future: Is the force with you?
This article considers what happens when brands progress from narcissism to solipsism, which makes them incapable of making a proper assessment of whether what they offer is different to or better than the competition.
When brands can only consider their own strengths, they forget to look out of the window and see what's going on elsewhere, which would have enabled them to discover weakness and threats, as well as opportunities.
The prescription is a process called 'force field analysis', developed by a sociologist named Kurt Lewin, which describes the current situation as the consequence of the interplay of forces in favour and forces against.
Drawing such a diagram might confirm a brand's unparallelled position - or it might expose severe threats that require urgent attention.