Brand OS 2017-10-11T14:15:20+00:00
Brand Strategy

Say hello to your Brand OS

Experience, Innovation and Technology are at the core

We feel that brands have got it all wrong.

The last few decades have seen incredible pressures for quick-return profits with very little concern for sustainability. Organizations have wrapped themselves in top-down structures and silos that are making it impossible to adapt. Being focussed so much on what needs to get out the door and the minutiae of details, they’ve lost sight of the big picture – what they were actually meant to deliver.

Today we face exponential technological growth and increased cultural expectations. So-called ‘challenger’ brands, are gaining notoriety and upsetting the apple-cart. People are seeking clear purpose and challenging organizations to reflect their passions. It’s simple. People want to make a difference, yet archaic systems and departmental rules and policies, are stifling innovation and opportunity.

Something needs to change.

We see future brands as fluid environments. With measured guidelines that enable businesses to continually embrace change, progress organically happens. This is the evolution and development of the Brand OS – a foundation for businesses to gain flexibility and growth.

When we break it down, an Operating System (OS) is the core structure that manages the internal and external functions of any given device. It is the fluid base layer that provides common services for dynamic solutions to effectively, securely and interchangeably run. But it is more than that…

Operating Systems are actually launch pads – enabling developers to take flight and create programs that build upon the core and expand potential for activity, productivity and collective growth.

Can you imagine your computer or phone without all those incredible apps that actually open the device into a world of new possibilities – way beyond what the manufacturer had originally conceived? It takes a shiny object and turns it into an expression of lifestyle.

Isn’t that what organizations are supposed to be enabling?

Welcome to our new world.

Experiential environment.
Enlightened evolution.

We see the need for our 21st Century work environment to make the shift and function in much the same way as an agile OS. In a world of automation, remote working, evolving consumption habits and cultural shifts – everything, especially business models, are ripe for re-imagination.

A properly established Brand OS positions companies to handle future fluctuations in workforce experience and tastes, industry advancements and ever-shifting market needs – even those that can’t be absolutely forecasted. It’s all about releasing potential in secure, interchangeable and effective ways.

The Brand OS is carefully developed with the core essence of Experience, Innovation and Technology being intrinsic to success. In other words, they form the life-blood of the entire organization, rather than being non-connected entities brought out for specific corporate needs.

Sustainability with Purpose

Brand Strategy

An organization should not to be seen as an inanimate corporate object but rather a healthy living organism. Within this fluid eco-system, the connective tissue is Purpose – what you actually deliver, not what you manufacture.

To underpin Purpose, the three crucial interconnected components need to be; the support of People, the development of Process and the iteration of Product. These are often wrongly limited to social responsibility, sustainable business and digital transformation and seen as isolated developments. Yet it is their integrated reliance upon each other that really allows the organization to take flight within a supportive environment – laying a foundation for a stronger, agile future whilst addressing experience diversity, innovation challenges and technology advancements.

Breaking it down even further, we then focus on the six factors of the organizational structure within Brand OS; Audience, Workforce, Vision, Strategy, Systems and Interfaces. These are mutually dependent, with each influencing and contributing to the business result. As such, each requires deliberate consideration as they affect all parts of the whole.

Audience
Representing numerous external forms of consumption, customers are no longer just the end-buyers of any product or service – they are instrumental in defining the brand. An organization’s relationship with their audience must evolve to be truly collaborative, enabling participation and building loyalty, in order to drive any organization’s success.

Workforce
As technology develops exponentially and new generations cycle through the organization – job roles, expectations, perspectives and experiences are inevitably changing. Fluidity in relation to the environment becomes unavoidable and maintaining passionate engagement amongst staff and third-party resources is key for sustainable productivity.

Vision
The expectation of today’s leaders is a clear vision of the future for their company and its place in the market while providing a rallying point for the path forward. As we know, vision too often becomes secondary to output needs and the sustained financial, resources and positioning benefits of a successful vision are lost.

Strategy
Sitting between vision and tactics, strategy is the form that places measured thinking into all related business actions and decisions. It’s what provides the guidance for overall aims to be met and assurance that gut-reaction decisions will be greatly diminished. It is an ongoing exercise, with constant evaluation, measurement and refinement being essential.

Systems
Operations are filled with systems guiding everything from manufacturing to marketing – and everything in between. Streamlined operations are key to a business’ success and long-term survival. They are meant to evolve and adapt – supporting optimization through innovation and insight from all participants, both internal and external.

Interfaces
Perhaps the biggest revolution has taken place in the ways companies integrate distribution, packaging, marketing and community to further build success. Building expectations for multiple and varied touch points among consumers and the workforce is forcing brands to consider ways for elegant integration of all stakeholders.

Dynamic to the core

An organization has a range of services and processes it relies on to deliver what is expected of them. Going back to our comparison to a device’s OS, these cross-functional parts take on the role of Apps – each operating securely, interchangeably and effectively – to provide calculated success by enabling brand extension. By acting in such a way, the organization becomes more dynamic and scalable, with any assumed partition between internal departments or external stakeholders falling by the wayside.

Change is fundamental. Businesses that can adapt and adopt this way of thinking will be better positioned to succeed in a continually evolving world. The manipulation of an organization into an environment that truly allows its workforce and consumers to fly is key. And, we are here to help you with this transition for growth.

So, now it’s your turn to grab hold of a new OS and bring your brand to life.

Change begins here

We’ve developed our own set of system Apps to help you realize purpose and transform your business:

Transformation Strategy

We’re bursting to have a pop!

Have we got your tongue tingling with fun and fruity goodness yet?

So let’s go