A Big Mac tastes the same all over the world
The strength of McDonalds is that no matter where you are in the world, you know a Big Mac will taste like a Big Mac.
Standardisation, consistency and predictability is essential in physical goods/FMCG brands since global travel has never been easier – there would be a broken brand promise if a brand acted (or tasted) one way in one country and a different way in a different country.
But things are very different when it comes to the online world.
In the online world, as soon you release digital content online – its the same all over the world at the same time. You don’t need to worry that downloaders in one country/region will get a different ‘taste’ of your product compared to those in a different country/region.
In the Connection Economy, standardisation, consistency and predictability are boring.
Standard, consistent, predictable content over time will eventually be ignored in favour of art – content that is fresh, changes the conversation, challenges our preconceived ideas.
Sure, create internal standard operating procedures (the how) to ensure you consistently deliver – but no matter how good your Big Mac (the what), don’t keep giving us the same burger over and over again.
How can we help?
Not many people know this but the word ‘Crisis’ in Chinese is actually made up of 2 characters, one means Danger and the other means opportunity.
Although we are going through this crisis, this current situation can force us to come up with better and more efficient processes, internal collaborations and better leaderships.
If you need help with your Online Ads, reach out to us here: https://intnt.nl/hello
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