To “Brand” is to Define Oneself

Lifestyle - BrandA lot of thoughts come into one’s mind when brought the word “Brand.” A logo, a slogan, an experience, a promise, a cool symbol, a color, a habit, the list could go on. All of which is something that we as marketers create and push to the consumer. Even at the experiential level, we delicately craft each smell, touch, sight, and taste to deliver a holistic experience. An amazing feat if you compare to where we were some 20 years ago.

But there is something happening with the permeation of social and mobile technologies and the consumer empowerment that is shifting what a brand is and will become. There will be so much more offered by a brand and so much more required by a brand in the near future.

become more intimate with the consumer; to learn more; to engage more; and to build a passion within the consumer

This shift of consumer empowerment is pushing transparency across the corporate world and opening the eyes of the consumer to vote with their money. Most companies are pushing back on this transition, afraid to lose a bit of control for fear of customer atrophy, rather than embracing the shift as an opportunity to become more intimate with the consumer; to learn more; to engage more; and to build a passion within the consumer. The companies that are whole-heartedly embracing this shift, like Apple, are reaping the rewards of what a brand could be… integrated into the Lifestyle of the consumer; becoming a factor of definition when self-identifying; creating a “religious experience” with the consumer.

integrated into the Lifestyle of the consumer; becoming a factor of definition when self-identifying;

Brands are doing some great things, but NOW there is so much opportunity to embrace the consumer empowerment and become that catalyst of definition for the individual.

To “brand” is to define oneself…

 

Photo courtesy of Flickr – semiotic.tv

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