“To achieve sustainable innovation you need to seek persistent disequilibrium. To seek persistent disequilibrium means that one must chase after disruption without succumbing to it, or retreating from it.” -Kevin Kelly
Look down at your phone or view your computer’s desktop. When you look down you see many amazing apps that are changing your productivity, entertaining you and monitoring you. These apps are the expression of innovation. They are solutions to insights about how we navigate the world. What’s interesting is that in order to work they must call upon an essential piece of your phone or computer. This piece is at the core of the machine and has the essential job of accessing the processor to get the app the power it needs, accessing the memory to get the app the bandwidth it needs and providing access to any of the peripherals connected to your computer or phone.
This is the software kernel. Kernel’s are the core of any modern computing system. According to Wikipedia a kernel is “The most fundamental part of an operating system. It can be thought of as the program which controls all other programs on the computer.” While innovation is happening constantly within the software and internet ecosystems with new apps launching daily and updates to apps now coming through the background of our phones and computers on a daily and surely hourly basis in the future, the kernel stays stable. It is the essence of computing and that essence can be leveraged at scale against any and all innovation.
In Percolate terms the kernel is the brand. Traditionally that brand has been held within decks, guidelines and the minds of the marketing team. The challenge with holding in these places is that these holders are not consistently extensible. To be more clear, they leave to much up for interpretation and as the scale of platforms that you must market against expands (see my app metaphor earlier) we are left with inconsistent expressions of the brand across these emerging communication networks.
Percolate has found that a brand can be coded into software and has built the framework for absorbing the brand into the software and then having the brand inform all of the tools of creation that lead to content on these digital platforms. It is in fact our client’s Brand which is the most fundamental part of the Percolate operating system. The brand is the Kernel at the heart of Percolate’s system.
With the brand encoded into software our engineers are free to develop tools that keep up with the pace of innovation that characterize the platforms our clients publish today and with to publish to tomorrow. When the brand is coded into the software, a new ad format, content entry point or even business model can be quickly absorbed by Percolate and within days or weeks our clients are effectively marketing on the altered platform.
When a brand is encoded in Percolate a community manager knows that what is produced is relevant and consistent. The CM can focus on their job of creating and publishing content rather than becoming overly focused on inevitable platform change. Consistency in the face of chaos is a matter of finding the kernel and applying that against all that comes next.
Percolate is capturing your brand and making it the kernel of your marketing system, so that the future of marketing can be as flexible as downloading a new app to your phone.