Your brand is not just about today.. it’s what you do, what you say, what happens over time. Did anyone in the 1970s ever expect to pay more than a quarter for a cup of coffee? Enter Starbucks on every corner and a $4.50 daily addiction.
How? Timeliness. Where the morning rush to “take over the world again today” meets “get-IN-the-car-kids-no-I-don’t-know-where-your-briefcase-is-honey-bye-have-a-good-day-don’t-forget-soccer-practice-tonight” and suddenly its a brand a significant percentage of adults cannot meet the day without.
Now… will Starbucks become timeless? Will it eventually displace Folgers as the largest purveyor of beans in the world? That remains to be seen, but we know for sure already that the Starbucks brand has more “sexiness” than your grandma’s Folgers.
Know what you want for your brand. Start your company with a goal for timeliness and move to an end game of timelessness. Learn how to make that transition and your business will be around longer than you are.
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