WE ARE ALL DESIGNISTS NOW:

Digital Darwinsim and why brands die (Brian Solis, November 22, 2011, Washington Post)

Consumers, in search of certainty, rely heavily on a brand's symbolism and significance. We don't have to look much further than Netflix - the company that gained the most from Blockbuster's decline - for a recent example of what happens when executives misread the impact of technology and consumer demand and, in turn, make decisions that negatively imapct the business and the brand. But, any form of market research or customer engagement program that analyzed conversations in social networks would have revealed the state of consumer needs. Netflix now must focus on rebuilding its brand to earn and re-earn trust before it can take another aggressive move into the future.

Brands that fail to instill this level of confidence in consumers run the risk of falling victim to digital Darwinism.

And if Darwinism means anything, it's decision-making by intelligent actors.

Posted by oj at November 25, 2011 5:40 AM
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