Why Gartner thinks brands are too uptight about strategy

Today’s brands are too uptight and need to ‘unbrand’ if they’re to have a hope of meeting dynamic and changing consumer expectations, a leading Gartner analyst says.

Speaking at the Salesforce Connections event, Gartner research VP for digital marketing and writer, Marty Kihn, suggested every modern brand is in the entertainment business and should therefore structure their story around the hero’s journey, much like Hollywood does.

The concept of creating a narrative centred around a hero character was first outlined in the 1970s by Joseph Campbell in his book, The Hero’s Journey.

“The hero’s journey is a lot like the customer journey: In this story, the hero is the customer. But there’s a hitch: As brands, you have a lot of customers and you have as many journeys  as you have personas,” Kihn told attendees. “Another challenge is brands today are

Article source: https://www.cmo.com.au/article/642568/why-gartner-thinks-brands-too-uptight-about-strategy/