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“You're too sloooooow!”
Sonic the Hedgehog

The fifth superpower, required in the new world of marketing and communications, is needed and applied in combination with every other superpower. Users of ultra-speed move much faster than anybody else in their category, some at the speed of sound. That’s how they surprise and beat competition. Ultra-speed is our daily companion. Lack of it is Kryptonite for a modern organization and usually leads to disruption. A brand that otherwise feels invincible like Superman, becomes vulnerable, if innovation, decision and communication speed lag behind.

A myriad of digital innovations, applications and services allows to speed up processes – if company governance and culture allows. Superpowered brands know how to anticipate trends and issues, prepare to hijack or mitigate them, use technologies to listen and respond faster, smart collaborative tools to bridge time and distances and out-smart the “Ultra-evil”.