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OPPORTUNITY

Think market-call (not boy band from the 90’s).  This appears to be the advice of most experts in the marketplace these days, recognizing that we are certainly at the bottom of this bungee economy.

DON’T HOLD YOUR BREATH, RIGHT?

Seldom (thankfully) do markets realign the relationship between authentic value correction and innovative business reinvention.  No doubt we are seeing both.  Affinity brands need to pay close attention to this cycle: it’s called opportunity.

We are seeing it everyday, where we identify clear opportunities for brands to take advantage of a ‘new way’ of doing business and reaching new customers.  The reality is that customers of affinity brands are reaching in return.  Take the real estate market for example.  Most experts are saying not until January, 2010 will the pendulum finally begin swinging the other direction.  That tells me that you will see significant authentic reinvention during this time.  It is where the old model of real estate will slowly transition to whatever the ‘new model’ is to be.  Who decides this?  Consumers will.  And those who pay close attention will know when and how to react.

SLOWLY, BUT SURELY

If you were practicing business in the early 90’s you witnessed a similar trend when Bush ‘41’ left office.  It was a similar time of economic slow-down, uncertainty, war, and significant technology advancements were underway.  So what did we learn?  Well, nothing in that moment.  We did recognized however that change was coming, and did it ever.  Think about how different the world looked between the years 1992 and 2002.  The internet became the new marketplace, the dot.bomb bubble came and went, the digital age came in like a lamb. Slowly but surely, markets fall overnight, but authentic reinvention happens slowly, but surely.

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