What a new world order means for supremo brands
15 Dec 2017
Supremo brands believe their purpose is to give each of their customers a unique and life-changing experience in a way no other brand can. Confident and charismatic, they engender intense devotion and evangelism in their customers. They don’t care if those outside their ecosystem don’t ‘get’ them – they have no interest in changing people’s opinions. But in a world where consumers are looking for partnership and collaboration, what does that mean for our supremos?
A tech-driven worldTech companies today are facing more scrutiny than ever. Adapting to the growing weight of consumer expectation that comes with this hasn’t proved to be an easy challenge, even as they are enjoying more popularity and mainstream adoption than ever before. It was this dichotomy that prompted us to undertake our research: “Making Technology Personal: Have you got what it takes?” Against the backdrop of a tough narrative, how does a vibrant sector continue to shine and engage the people it needs to reach? Part of this includes understanding the different types of brand personas tech companies fit into. Based on whether they take an inclusive or exclusive approach to engagement, and whether they position their social purpose as solving problems or creating positive experiences, we derived four brand types: