Increasing top line revenue vs brand promises

I read and see a lot of things happening in the retail industry, and the omnichannel world. Every brand is trying to bring a certain technology solution to the forefront. Sometimes a clear goal is driving that transformation. Sometimes the fear of being left out drives that. and sometimes we are doing it because others are doing it, but its all pretty hazy when you ask 'why'.

Similarly, consulting companies are reviewing the markets to fish new trends. as a consulting company, you want to excited clients and find new avenues. and sometimes you really want to be a problem solver for the bigger good. for the most part, it's for catching client attention. They publish reports, where they claim that X% of executives feel omnichannel is key to their business, but only y% have been able to do so.

Similarly, Marketplace solutions have brought in a revolution too. Brands are being given a big way to increase their top line. They don't need to own the inventory, but they can easily get some additional revenue & also 'cut' from the sale. This way they can serve their existing customers better.

All of this is good.

But, as consumers, we don't buy from companies anything and everything. We create an identity in our minds and associate different companies with those identities. This is what is called a 'Brand'.

What is the first thing which comes to our mind when we think of 'Amazon' or 'Adidas' or 'Costco' or 'Nordstrom'? Those are nothing but brand identities and its image, and how we perceive them.

Will I buy a $5000 Panerai watch from walmart, even if they started selling it?

Will I search nordstorm if I wanted to buy a $9 tshirt?

Companies become known brands, when they stand up for themselves and define a brand identity for themselves. They need to have a clear purpose defined due to which they do what they do today in the market.

Are you going to sell anything and everything which comes your way for revenues or are you going to tread on your brand promise? there is a reason why people have been passionate about 'apple', 'whole food's' and so many such brands around the world, because they have an opinion and a brand promise.