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A Web-Branding Blueprint

February 11, 2008

Writes: Jerry Bader

Change is inevitable; as an economy matures, ages, and ultimately evolves into something new, adjustments must be made to our business development, marketing and branding. Failure to adapt to new realities results in potentially unwanted dramatic consequences.

We are all aware of how modern economies have grown from agricultural, to industrial, and on to the information-based, but where do we stand now? Is the information economy dead and if so what’s replaced it?

We need look no further than Maslow’s Hierarchy of Needs to see parallels between personal and economic growth in a sophisticated modern economy. The agrarian economy satisfied the first level of Maslow’s hierarchy by fulfilling basic physical needs like food, while the industrial age provided the goods necessary to satisfy a variety of concerns ranging from safety to social acceptance and status; the information economy provided answers to our cognitive needs, the desire for knowledge, but things have changed. The Web has disrupted business as usual: the effects on the music, film, television, newspaper, book publishing, and software industries, just to mention a few, has been not just dramatic, but traumatic. The adage, ‘adapt or die,’ has never been truer for business. So where are we now on the personal and economic pyramid?

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Written by James Opiko · Filed Under Marketing 

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