Mountain Dew

I was reading a posting on The C-Suite Executive Assistant blog about the Mountain Dew can released last year. The C-Suite Executive Assistant states, “Are we so much of a ‘texting’ society that we now use abbreviations as proper nouns?” The answer is yes. In order to survive in today’s market, you need to adapt to the current trends.

In a day when the consumer world has adopted status updates, texting, and tweeting as primary forms of daily communication, companies are trying to catch up to their market. Be they large or small, old or new, companies must learn how to communicate using the tricks and tools of their consumer market.

It can be difficult creating competitive advantage for an older brand. In order for a change like this to survive in our current economic market, you need to have strong sales and marketing support. A campaign like the new Mountain Dew logo is geared more toward a younger generation of people. However, changes in brand image take a considerable amount of time and money.

In comparison to older products and brands, expansion stage companies working with venture capital firms may have an easier time using and responding to these new communication tools because of the sales and marketing guidance they are given by the venture capital investors.