A successful brand doesn’t need to market a product specifically, because, they’ve already established themselves as a core of the lifestyle their customers want to lead. People have branded their livestock to indicate ownership since ancient times. Artisans and other merchants put their marks on their wares to indicate source, and with that, a level of quality assurance.
Brands will worry less about positioning to match audience and more about matching purpose to actions. Authenticity will finally be what great brands are rather than what great brands aspire to be.
Recently, the major shifts of digital and social media dominated the changes in marketing and branding, then it was big data. But the latest shift, and the one that will likely have the most lasting impact, will be our increased understanding of how the consumer’s brain works.
Brands are being judged more and more like people, being punished for their missteps, and who are expected do the right thing even if it is hard for the brand, and even if nobody is looking.
Individual people and their personal brands will be a huge part of what makes a company’s brand. Companies will attract and create personal brands that will help define and reinforce the company’s brand and mission.
what’s probably changing most are the varied ways in which people experience a brand (touch points) which in turn makes brand management more challenging.
- Going Native:
- we’ve seen a decrease in the amount of explicit advertising. As people have rejected overt advertising, covert advertising has grown. Native advertising is a type of paid media where the advert hides its commercial nature and tries to blend in with whatever publication it happens to be placed in, so readers can’t tell the difference between the editorial content and the adverts. The reason for the inception of the so-called method, is to make brands seem reliable, and authentic.
- De-branding is when a company removes its logo and name from a marketing campaign to make themselves feel less corporate. It’s a way for big, well-known companies to try and adjust their public image to position themselves as a more personable brand.
At first, brands were more aligned with products and organizations. Then they were applied to services and experiences. After that, they were more about concepts, ideas and images. Increasingly, they focus on values and access. Brands have expanded from their focus on products to organizations to virtually everything, leading to a completely branded culture.
So now brands are helping to create communities based on shared values.
The branding age is not come to an end, it has already started to evolve. We better take to the current.