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Corporate Strategy | "Meltdown Creates New Global Champions"

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Meltdown Creates New Global Champions

by Naseem Javed *

Page - 1

We have now arrived right in the middle of that second half of the hyper-accelerated phase, where western brands start to fall like dominos. As pointed in one of my previous articles titled, ‘The Global Image Repositioning Shifts’, in the US alone hundreds
of its world-class brands are being erased, from monster banking to mega manufacturing, some 73,000 stores alone being closed in the first half of 2009 according to the International Council of Shopping Centers, overall a Trillion-Dollars worth of branding imagery that took decades of image building is getting scrubbed out world-wide. The damage so huge it can possibly be seen from the space, as streets are less bright and the cities are dimmer.

The famous sky-high brand evaluations claiming values in tens of billion dollars are just about irrelevant now. The customers of the world now brag about their brand loyalty by stating the billions in bail-outs given to their brands as or by size of their bankruptcy.

The passage of 2008, where record-breaking losses were added to the tune of 30.1 Trillion Dollars in market evaluations, according to Bloomberg, is not just a tidy folder of time pulled from the Julian calendar it’s rather a real basket case. Something that started years ago will take years to sort out. But nevertheless, it will create a forced change and alter the course to all aspects of our lives. This direct hit of the financial meteor wiping out a generational thinking will create a new landscape with chasms and voids that will have to be filled by new image leaders and new type of brand champions from far away lands, and this will surely create new imagery towards new dynamics and positive changes.

USA once again has a great opportunity to fully demonstrate a grand scale nation-wide rags-to-riches story, something which is not only a very original American craft, but also no other nation of the world has ever achieved this level of proven mastery of grass-roots entrepreneurialism. Therefore, when all combined, these turbulences will lead to some amazing new global-scale-cyber-models pointing to brand new styles of delivery of goods and services. There will be an explosion of change, from paperless newspapers, shopping-center-less shopping to office-less offices. For the last half century, growth was always measured by structural extensions, but now it will be expressed more by cyber reach of customer base. This process will be difficult to adjust for a while, but these new concepts will dominate the 2010-2020 business models.

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Naseem Javed, recognized as a world authority on corporate image and global name identities, is a harsh critic of casual and accidental naming. He is a dynamic speaker on corporate image and branding issues, and is also the author of Naming for Power. He founded ABC Namebank International, an image and branding consultancy over 25 years ago. Website: www.abcnamebank.com
Article posted on April 5, 2009.


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