The brand "ethos"

Ladies and gentlemen, there are five words that will be of keen importance as you begin engaging in building the next generation of businesses in the 21^st century:

Culture, DNA, Values, Purpose and Meaning. 

The understanding and embracing of these concepts will be key in determining the amount of success you have in today’s marketplace jungle. Everyone is looking for the best sized and shaped machete to help them in clearing a passage.  

For all intensive purposes many traditional ideas around ‘product’ development, strategy and marketing are dying (if not already dead). Eulogies are being written daily and it’s not a matter of if they’ll be read, but a matter of  when.

Since 2007 when I started blogging, I’ve had my own musings on these ideas and how they are playing out everyday in front of our eyes. I’ve also read a lot of great blog posts, too. But just a few days ago I came across a video hitting this message on all cylinders. 

By far, this is one of the best three minutes I’ve come across since I’ve started blogging. In large part because it expresses so succinctly the very ideas we profess here at Cnvrgnc (something I rarely come across).

Ralph Santana, Senior VP-CMO of Samsung lays it down…