Change, like candy corn, is only good up to a point

In my recent post about changing your mind, I discussed how to address failure by changing your mind about what you want to achieve and then following accordingly with action.

One thing, though: too much change can do as much damage as not changing at all.

Think of it like the candy corn that we, OK I, enjoy this time of year.  A little is good.  A little more is better.  Too much is kinda gross.

Part of using change in marketing hinges on when to stop changing

Defining the Post-Brand Era (post 3 of 4)

See Post 1 (Welcome to the Post-Brand Era)
See Post 2 (How The Brand Era Happened)

Most marketers can recognize the calling cards of the Brand Era--USPs, mass media, sponsorships and so forth.  However, they may not recognize the Post-Brand Era.  Simply put, the Post-Brand era describes the present marketing environment in which brands no longer comprise the only--or even the most efficient--means for finding and keeping customers.  Other marketing approaches have arisen to shoulder the burden.  These approaches all share one common trait: situational relevance.

In other words, we now market in an environment where we can predict the right place, the right time or, sometimes, the right price that will overwhelm the right brand.

To understand the Post-Brand Era, we should first consider the factors that led to its emergence.  As many would expect, technology played a major role.  However, the technology in question isn't SoLoMo (social, local, mobile), the Internet or even the computer.  Instead, a technology ecosystem enabling communication and commerce with widely dispersed and decentralized tendrils reaching nearly everywhere on the planet led the way.

You call it the Post Office.