Lame ducks are characterized by their lethargic reaction to events that challenge their status quo. This kind of behavior is commonly exhibited by archaic brands who perhaps find too much comfort in their past laurels. It’s either that or they are simply too big to be agile towards the changing realm of communications. In a free market economy where every player has access to the same resources, brand communication makes all the difference. Social media’s arrival on the brand communications scene has forever changed the mindshare game.

Time and again, the core value proposition of the brand needs to be re-packaged to stay ageless. Let’s consider a generic product like butter, how much can you differentiate it from the competition? Follow this link to continue reading...