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Amid much razzmatazz the 12th Doctor Who has finally been unveiled by the BBC. With bookies suspending betting a couple of days earlier the secret wasn’t very secret by the time the announcement was made but nevertheless the choice of Peter Capaldi seems to have received popular acclaim.
Doctor Who creator Steven Moffat actually revealed that his list of potential new Doctors only contained one name adding “There’s something very seductive about an utterly brilliant, arresting looking leading man actor- one of the most talented actors in Britain- who you happen to know is a big fan of the show.”
The appointment therefore seems to follow the programme’s tradition of finding that one person who is in the right place at the right time to capture the mood of the programme and of its viewers. When the current Doctor, Matt Smith, was appointed the then head of drama at BBC Wales said that as soon as he had seen his audition he “knew he was the one” and stretching right back in time, each successive Doctor has gathered their own loyal following as they call out to the public consciousness.
For an actor, being in tune with the public favour is equally a matter of luck and hard work but it is a lesson which business could well learn. Whilst some brands last the distance and others are ephemeral; at the end of the day their success or otherwise is not in the brand itself but in the way in which they capture the public imagination and in the way that the brand is delivered.
In a social media world, providing an exceptional level of service is the order of the day and that means moving company culture towards a model which serves customer needs. Matching the mood of your customers, creating a vision which will resonate with them may need some hard work to change attitudes, processes and products but at the end of the day the business which successfully regenerates itself to match customer expectations is the business which will last.