“… The problem with brand exceptionalism is that once you believe it, it’s almost impossible to innovate. Innovation involves failure, which an exceptional brand shouldn’t do, and the only reason to endure failure is to get ahead, which you don’t need to do. Because you’re exceptional….
Brand humility is the only response to a fast-changing and competitive marketplace. The humble brand understands that it needs to re-earn attention, re-earn loyalty and reconnect with its audience as if every day is the first day.”
If National Geographic needs to re-earn loyalty and attention,
and to reconnect with its audience,
then why are you — our Society’s Chairman & CEO — so silent?