In our digital age, the competition is stronger than ever. Customers have so many options. It can be difficult for brands to stand out. To succeed, brands must make themselves a part of their customers’ lives now – and into the future. That’s the challenge for brands today!
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Below is an Autogenerated Transcript
I think the key here is to recognize that the history of branding itself evolved as part of the whole marketing dialogue, that whole space. And brand became a way of differentiating from the competition, standing out from the crowd in a market where the product itself may be highly commoditized. Imagine something like laundry detergent. It turned out that the brand would be seen as that, which would stand out from the others on the grocery store shelf or in the hearts and minds, and homes of the consumer. Just use one example.
But I think, what we’re seeing today, is in just about every vertical, every industry, B2B and B2C, there are so many available options for customers today. There are new entrants that are constantly emerging. There’s convergence of fields themselves, the whole digitization and online play has erupted the world. And so brands need to think differently rather than or people who are branding people need to think differently rather than how do I brand in a way that differentiates me from the competition.
How do I brand in a way that creates more intimacy for me with the customer, more connection with the customer, more I’m being seen as part of that customer’s life. Not just now but into the future. That’s the challenge for brands today.
