PONTUS NYSTRÖM, INTERNATIONAL BRAND EXPERT, WHAT BUILDS A GREAT BRAND?
Differentiation. Why is our SUV different from their SUV? Why is our soda pop different from theirs? Our healthcare, better than the hospital down the street. Especially in an age with so much choice, where we’ve gotten so good at ironing out inefficiencies in the supply curve.
Innovation. The process of creating new, better stuff, quicker and more often than the next guy. What Microsoft CEO Satya Nadella says is what the world rewards the most. I think AirFaas has come a long way with this in the procurement world.
Culture. The collection of beliefs, mindsets, etc., That allows both Number 1 and 2 to happen. Fix the culture, and a lot of Numbers 1. and 2. fall into place.
WHAT DO YOU THINK IS A BIG OBSTACLE IN ORGANIZATIONS?
The fear of fear!
Tension, that tinge of discomfort, even a pinch of panic, that moment of. “argh!”, is what we all dread, but it really is our friend.
It motivates us, gives us courage, and drives us toward our goals. The agony of change, the thing we all hate, is the grandmaster of creation.
And, it is a choice. We can hide. We can complain. We can be scared. But ultimately embracing uncertainty, dancing with the unknown, is what will drive us to a greater tomorrow.
AND HOW DO YOU COMMUNICATE A GREAT BRAND SO IT WILL SELL?
With emotions. And entertainment. This is what consumer brands understood decades ago, and Business to Business brands have still not understood. People are people regardless of where they work.
Emotions. Nobel prize winner Daniel Kahneman proved that decisions in B2B are taken emotionally, but then explained rationally. Every decision-maker is a human who doesn´t make decisions like a robot.
Entertainment. If you have bought the marketing space which allows you to enter someone’s home or office, you can´t scream at people and just pile up all your arguments. What is much more effective is to put a smile on your potential buyer’s face.
WHO WINS THE EUROPEAN CHAMPIONSHIP IN FOOTBALL?
Italy. Spain plays like cowards, England looks anemic, Germany doesn´t have the passion. But look at the Italians when they were singing their national anthem before playing Belgium. The passion, they were like rock stars while the Belgians stood quiet or in best case mumbled a bit. Already before the match, you saw who was going to win.