Last night I attended a fireside chat featuring Michelle Slater, an award-winning Marketer and currently the Head of Business Marketing at Twitter Canada. Michelle works closely with Fortune 100 companies to integrate Twitter into their marketing plans. She gave us an inside look into the organization and spoke about her role at the company, big data, challenges in the industry and Twitter’s future.
“Change is inevitable. Growth is optional.” – John Maxwell Change is constant and as John Maxwell wrote, inevitable. However, the speed at which change has occurred in the past decade has surprised many legacy organizations and has made it extremely challenging for them to grow. As Jordan Banks, Managing Director of Facebook Canada put it, “fundamentally, everything is changing – industries, technologies, pop culture – everything.” So how do organizations ensure that they not only survive digital disruption, they thrive?
Whether you like it or not doesn’t really matter. Instagram’s new logo symbolizes its increasing departure from being considered a photo-sharing app to “building a global community of storytellers”. Simply put, their new logo is a positioning strategy.