Static Brands to Dynamic Organisms

lion - omnipresentThe great thing about many Fortune500 brands is that they have extensive research and strategy about what their brand is, what it stands for, and what it means. All of this information is documented in tidy little brand guideline books and style guides stashed away in the brand managers desks waiting to align new ideas and creative with what is set in stone. The bad thing is just that, comparing new ideas, new ventures, new avenues with what was created in the past. There is no ability to be dynamic, no nimbleness or agility in the marketplace; which creates no personality.

In the past world of branding and advertising, this “static” approach worked great and built these huge brands to what they’ve become today. But that is because the world was static. The TV, Radio, Print is all controllable. The consumer had to accept the message being brought to them with no input on their part. It was a great way to build an icon or visualization of what your product or service stood for or provided.

when we are faced with developing a digital or social brand strategy, out pops the dusty brand guideline document created from years past, aligning the strategies and messaging with what has been etched in stone from the “static” world.

Enter digital. The world of social media, digital touch points, and the emerging mobile world has shifted this relationship with brands. The dynamicism of the channels in which we now communicate allows for a great two-way interaction between brand and consumer; however the view in which we approach a brand hasn’t made this shift. Speaking from experience, when we are faced with developing a digital or social brand strategy, out pops the dusty brand guideline document created from years past, aligning the strategies and messaging with what has been etched in stone from the “static” world.

What the ef… As brands we need to take a different approach when looking at digital; when looking at our brands. We are at a crossroads where we can rip up the past and embrace our consumers through dynamic branding for the digital/mobile age, or we can bide our time and hold onto the past love of solidarity and definiteness of the static world. I say, free yourself to grow, engulf your brand into the ubiquity of digital and whatever is next, and really get to know your consumer… Build those relationships to integrate your brand into each of their lifestyles. What an amazing shift that would be.

free yourself to grow, engulf your brand into the ubiquity of digital and whatever is next, and really get to know your consumer

Photo courtesy of Flickr – seaan

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