Don't be afraid of a branding do-over


In one generation

In one generation our society has been changed forever by the presence of the internet. In fact, these changes have been so profound that sociologists have decided that, because of our online world, our species has entered into a brand new age. Everything in the world, in the form of information, is now at our fingertips. twenty-four hours a day. Our being interconnected this way has altered how we communicate, how we socialize and how we buy what we need. In a very real sense, you can set up your life so that all you need to exist and thrive is an adequate connection to the internet. With such a connection, you can now earn money and be paid for your work. You can buy all of your physical needs, such as food, clothing and toiletries. You can pay all of your bills. You can order any book, movie, article or periodical and have it instantly and electronically delivered. You can socialize, make friends or find the love of your life. All of this can be done, nearly effortlessly, on one wire. This type of lifestyle would have been unthinkable only a few years ago. Twenty years ago it would have been the stuff of science fiction. As we speak, the rate of technological and sociological change continues and increases.

Change is the only constant

In this environment, change is the only constant. The only thing any of us can be sure of is that the changes wrought by our technology will continue unabated. This rate of constant change has become a part of the background of each of our lives. We hardly notice the subtle, but profound, differences that occur week to week, month to month and year to year, as regular as clockwork. In some sense, this is comforting. In others, less so.

The collective memory of our online world is short because of how fast it changes. This short attention span is both a blessing and a curse. It is a blessing, because it allows an individual to learn from his or her mistakes and morph their online presence into a more attractive form as a result. One of the advantages of constant change is that anyone has the ability to reinvent themselves, their business or their brand. This ability to take advantage of a never ending do over is compelling. It can also be a curse, because the short memory of the citizens of the net means they are always asking you, the owner of a brand, what exactly you have done for them lately. You're only as good as your last hit. So, take advantage of this opportunity to change. It can be your best friend when thinking about a do-over.