A must-read from brand evangelist Martin Lindstrom on the future of brands, as a result of the pandemic, the Millennial push, and the new clarion call for civil rights. Brands can no longer be neutral, they must be bold, authentic and stand for something.
It’s in times of need that powerful brands are defined. As COVID-19 swept across the world, Zappos instructed all its employees: Spend “whatever time is required” to listen, care, and empathize with the thousands of people phoning their call centers. Calls that began talking about shoes have veered off into heartfelt discussions of everything under the sun. The longest call to Zappos is reported to have lasted nearly 11 hours. Zappos’ stated mission is “to live and deliver WOW,” and they seem to…Read more