Brand Building, Beyond Marketing
Another great article out of the latest issue of Strategy + Business. Brands need to get with the times and here are a few tips to help them do that. Here is an slice of the pie:
Consumers are becoming more suspicious of traditional branding. Here are five steps to regain their trust.
by Nicholas Ind and Majken Schultz
Not so long ago, brands were in the limelight. They were seemingly powerful, and virtuous. Any inconvenient truths were hidden by glossy packaging and one-way, big-bang marketing campaigns. Now, as organizations become ever more transparent, people can see behind the marketing facade and are questioning what they are told. Trust in brands has diminished and consumers are more likely to view brands cynically, and to feel uncomfortable with brands’ desire to control. This has created a challenge for many brand owners, because they are ill equipped to cope with greater openness. But the most innovative companies are recognizing the way perceptions are changing, and are adapting their branding strategies accordingly — in some cases, reinventing them entirely.
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