How to avoid global campaign failures with the REACH Model

Nokia had 40% market share in 2007. Three years later? Dead. What killed them wasn't better phones. It was a completely different category they refused to see coming. Smart glasses are the new iPhone moment. And every brand that thinks "this is just a gadget" is about to get Nokia'd. Here's what's actually happening right now: Meta just made phone addiction look embarrassing. Their marketing isn't selling glasses - they're selling freedom from screens. But here's the kicker: Fortune 1000 companies using AR are seeing 20-40% higher conversion rates. That's not future tech. That's today. The math is brutal: AR ads get 90% better brand awareness at 59% lower cost Apple, Google, Samsung, ByteDance all launching glasses in 2025-2026 The mobile ad market is $350 billion annually Guess where that money's moving? Think this won't affect you? Try explaining TikTok to a newspaper executive in 2018. Try explaining Instagram to a Yellow Pages sales rep in 2010. They probably laughed too. The invisible revolution is the deadliest kind. When your customers start getting restaurant reviews, friend recommendations, and shopping suggestions directly in their field of vision - your traditional ads become wallpaper. But here's the opportunity: Right now, while everyone's debating "if" this will happen, smart money is asking "how fast?" The brands building AR experiences today will own the next platform. The ones waiting for "mass adoption" will be fighting for scraps. Bottom line? Your customers are about to stop looking down at screens. Are you ready for when they start looking through them? The glasses era isn't coming. It's here. And it's moving fast. What's your take? Are we looking at the next Nokia moment, or is this just another tech fad? #SmartGlasses #AR #TechTrends #Marketing

In the ever-evolving tech landscape, Apple's October 2023 event has yet again set the stage for innovation and market differentiation. From cutting-edge hardware to new software capabilities, this launch not only showcases Apple's commitment to enhancing user experience but also highlights strategic adaptations in response to industry trends such as sustainability and artificial intelligence. The unveiling of products that leverage these technologies signals to businesses the importance of integrating advanced solutions to remain competitive. One key takeaway for professionals in the tech sector is the emphasis Apple places on ecosystem synergy. This increasingly interconnected approach could influence how companies develop their products and services, ensuring seamless user experiences across devices. How do you think Apple's latest innovations will shape the future of the technology and consumer electronics markets? Read the full article: [Apple October event 2023 All the New Products Unveiled](https://lnkd.in/ei7vjmHe) #AppleEvent #Innovation #TechTrends #ConsumerElectronics #

Many people have the wrong perception of innovation. The innovation that people talk about often points to something revolutionary and radical, much like how the iPhone was in the past. So, when there's a lack of such innovations, they quickly say that innovation is dead. I think it's more like taking a hiatus until new advancements in technology come along and enable new possibilities. What does it mean for us in the meantime? Incremental innovation. This is where we put on a different set of lenses and ask ourselves, how can we do the same thing differently? How can a piece of communication be rewritten to be more engaging? Can Power Automate help you automate workflows and processes? So, let's not doom innovation when there's nothing new and wow, because innovation is only dead when we stop innovating. ... Image generated by Pixel Studio #innovation #communications

You can be world-class and still invisible. Just ask NOKIA. In the early-2000s, Nokia was untouchable. They owned the market. They had the technology. They even had R&D on touchscreens and smart operating systems before Apple, but didn’t bring them to market fast or boldly enough. Instead, they packaged their phones as hardware-first: ✔ Buttons. ✔ Durability. ✔ Battery life. Then Apple and Android reframed the game. They packaged smartphones as software ecosystems: your life, apps, music, and future in your pocket. The same Nokia that once dominated became invisible almost overnight. The brutal truth? Talent, expertise, or innovation = worthless if the right people can’t see, understand, or value it. How you package your expertise matters. Like a lot. If you’re posting on LinkedIn but not landing clients, here’s how to avoid Nokia’s mistake: 1️⃣ Create content for buyers (not peers): Nokia spoke to engineers and IT managers. Apple spoke to consumers, with language they understood. Are you impressing colleagues, or are you speaking to the decision-makers who buy from you? 2️⃣ Position yourself strategically: Nokia had the tech but didn’t frame it as a lifestyle. Apple positioned itself as the future. Are you crystal clear about what problem you solve, who you help, and why now? 3️⃣ Look the part: Nokia kept looking like a hardware company. Apple looked like innovation, design, and aspiration. Your photos, banner, and content should reinforce your positioning, not confuse it. 4️⃣ Showcase credibility: Nokia assumed its dominance was obvious. Apple constantly showcased its ecosystem, success stories, and fan base. Don’t assume people know you’re credible. Show them. The most dominant phone maker in the world went from market leader to obsolete. Not because of a lack of expertise, but because of poor perception and packaging. ⚠️ Don’t be the Nokia of your industry: brilliant but invisible. Hello, I’m Sonja, a marketing business partner with 10+ years in marketing and communications. If you’re ready to stop blending in and start leading on LinkedIn, let’s connect.

The conversation around 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 is evolving. Once, organizations relied purely on long-term plans and competitive analysis. Today, the spotlight has shifted toward transformation - why is this change so critical? 𝗡𝗼𝗸𝗶𝗮’𝘀 story is a powerful illustration. In the early 2000s, 𝗡𝗼𝗸𝗶𝗮 was the undisputed leader in mobile phones, commanding an astonishing 𝟵𝟬% 𝗺𝗮𝗿𝗸𝗲𝘁 𝘀𝗵𝗮𝗿𝗲. Yet, as consumer needs shifted and smartphones began to dominate, Nokia held tightly to its legacy and hesitated to innovate. Companies like Apple, once considered outside competitors, moved swiftly—reimagining mobile devices and capturing consumers with new technology and apps, until Nokia’s market share faded and it exited the phone market altogether. 𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 is now essential for survival. The playbook is deceptively simple—but embracing simplicity is the real challenge. It requires courage to disrupt legacy thinking and a willingness to adapt, not just improve what already works. Complexity, in contrast, is easy—because it is comfortable. 𝗛𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝘃𝗶𝗲𝘄 𝗼𝗿𝗴𝗮𝗻𝗶𝘇𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻? 𝗜𝘀 𝗶𝘁 𝗮𝗻 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝗼𝗿 𝗮 𝘁𝗵𝗿𝗲𝗮𝘁—𝗮𝗻𝗱 𝘄𝗵𝗮𝘁 𝗱𝗼𝗲𝘀 𝗶𝘁 𝘁𝗮𝗸𝗲 𝗳𝗼𝗿 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝘁𝗼 𝘁𝗿𝘂𝗹𝘆 𝘁𝗵𝗿𝗶𝘃𝗲 𝗶𝗻 𝗮 𝗰𝗵𝗮𝗻𝗴𝗶𝗻𝗴 𝘄𝗼𝗿𝗹𝗱? #strategy #transformation

📉 𝗡𝗼𝗸𝗶𝗮: 𝗧𝗵𝗲 𝗣𝗲𝗿𝗳𝗲𝗰𝘁 𝗖𝗮𝘀𝗲 𝗦𝘁𝘂𝗱𝘆 𝗶𝗻 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗜𝗻𝘀𝗶𝗴𝗵𝘁 & 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗙𝗮𝗶𝗹𝘂𝗿𝗲 Once upon a time, Nokia wasn’t just a phone company; it was the phone industry. Yet, the brand that ruled millions of pockets vanished almost overnight. Here’s what went wrong 👇 1️⃣ Missed Market Insight Nokia focused on what customers used to want: durability, battery life, and design, but missed what they started wanting: smart experiences, connectivity, and apps. They failed to read the market’s psychological shift from “mobile device” to “mobile lifestyle.” 2️⃣ Outdated Market Strategy Nokia operated under a product-oriented strategy: “we make strong phones.” The world moved to a market-oriented strategy: “we deliver smart ecosystems.” Apple and Android read the pulse right; people didn’t just want phones, they wanted platforms. 3️⃣ Strategic Misalignment While competitors built customer-centric ecosystems, Nokia stuck to internal innovation and brand nostalgia. The Microsoft partnership came too late; a reactive move in a proactive market. 🎯 Marketing Lesson: Nokia is a prime example of how failing to listen to the market's voice can destroy even a dominant brand. What type of market strategy did they miss? ✅ Market-Oriented Strategy — driven by customer needs, future trends, and behavioral shifts. 💡 Takeaway for Marketers & Leaders Never assume the market will love tomorrow what it loves today. Innovation must be guided by insight, not just engineering. A strong product fades fast if it’s not built around changing consumer desires. #MarketingStrategy #MarketInsight #Nokia #BusinessLessons #Innovation #ConsumerBehavior #ProductStrategy #Leadership #AdaptOrDie #CaseStudy

Did you notice it? For years, Huawei has been known for copying shamelessly. And the truth is, they’re not alone. In tech, copying is not new. Facebook saw Snapchat take off with Stories, and in less than a year, that same feature was everywhere, Instagram, Messenger, and even Facebook itself. Today, more people use Instagram Stories than Snapchat. Clubhouse once had millions using its live audio rooms, but when Twitter, Spotify, and even LinkedIn copied its only USP, the excitement fizzled. Even Apple and Samsung have spent a decade fighting patent wars by day and copying each other’s designs by night. So, when does copying become too much? To be honest, copying democratizes innovation. If not for China and it's shameless copying strategy, so many won't be able to afford an iphone–or any phone for that matter. On the other hand, it can strip a brand of its identity, leaving it trapped in someone else’s shadow. That’s why Huawei still struggles with perception. Yes, it has produced amazing hardware, even pioneering 5G and advanced camera systems. But in the minds of many consumers, it’s still “the brand that looks like Apple.” Apple, on the other hand, didn’t invent the smartphone, the MP3 player, or the tablet. What it did was take existing ideas and reimagine them, wrapping them in simplicity, status, and ecosystem. That’s why most don’t think of Apple as a copycat. In fact, we think of it as the yardstick for measuring innovation. The same applies to TikTok. Short-form video existed long before TikTok, but TikTok cracked the code of algorithm-driven discovery. Now it owns the space it borrowed from. So when is copying too much? It’s too much when you forget to add your own fingerprint. Think of it as stealing someone else's assignment. It’s too much when the market can’t tell your voice from the one you borrowed. In business, copying is inevitable. The real question is whether you can take what you copied and make it feel like it could only have come from you.

Understanding is more important than Connecting 🤫 Nokia died because it didn’t adapt to touch screen phones. Your business will also fail if you lose Social Media Content. As we know, Nokia was growing rapidly but one mistake cost them everything— 👉 They ignored the shift to touchscreen phones. Apple and Samsung adapted. Nokia didn’t. And the brand that once ruled the world… slowly disappeared from the race. Now think about your business. The shift happening today is not about touchscreens. It’s about content creation. If you’re still waiting for the “right time” to start creating content— Or if you’re relying only on traditional marketing— You’re making the same mistake Nokia did. Because in 2025, content is not optional. It’s the only way to build trust, attract opportunities, and stay relevant. 📌 Founders, Doctors, and Businesses that embrace consistent content creation today will lead tomorrow. Those who ignore it will be forgotten. The question is simple: 👉 Will you adapt, or be left behind? #PersonalBranding #SocialMediaMarketing #ContentCreation #DigitalMarketing #AIContent #BusinessGrowth #LinkedInGrowth #BrandStrategy #MarketingTips #ContentIsKing

Steven Rosenbush, the Bureau Chief of Enterprise Technology at the Wall Street Journal, has written a detailed article about how Apple Vision Pro might be useful for specific business applications. These apps are described as "game-changers" within their own areas, affecting how users create content and work on engineering, which can change how companies organize roles, teams, and workflows. The article features 3DLive, an app created through a close partnership between Dassault Systèmes and Apple, along with insights from Tom Acland, the CEO of 3DEXCITE at Dassault Systèmes. It discusses the potential benefits of spatial computing for businesses as products become more complex. You can read more in the Technology section of the Wall Street Journal or online here. (WSJ subscription required) http://go.3ds.com/SmFm

Ray-Ban maker EssilorLuxottica shares surged 14% to all-time highs as Meta AI glasses drive revenue growth.   The company gained nearly $20 billion in market value as AI glasses contributed 4+ percentage points to growth. Google, Samsung and Apple are entering the smart glasses market, intensifying Big Tech competition.   Full story ➡️ https://reut.rs/3KY4QxS