The first branding activities were spotted in ancient years, where there was a need for identification of products within the common packaging solutions (vases etc.) of that time. The same objective (of identification) was seen in branding during the Industrial Revolution. Mass production of more and more products called for identification and trademark systems. As the market grew and plenty of goods were available to the public, industries started to use more creative visual approaches while branding their goods. Their aim was not pure information ("what is in the bag"), but familiarization of the consumers about the origins and the quality of the product ("who made what's in the bag", "why is it the best!").
In the 50's branding was associated with the actual physical product, i.e. a magazine, a service, an ice cream.
Emotional attachment with brands and labels started to emerge in the 60's. The presentation uses Coca Cola and Pepsi as an example; two similar products having their own team of followers. "Consumers tend to drink the label".
In the 80's big corporations spread their brand in more than one product. They demonstrate their power through sponsorship. The corporation becomes the actual brand.
Furthermore, in the 90's, branding has become even more powerful. The holistic aspects of branding are reinforced. The visual and sentimental part of a brand, makes it even stronger that the actual product.
This leads us to today's branding trend, where experience and customization is far more important that the product sold. Brands are approaching human needs of belonging and experiencing even more. An open dialog between brands and consumers may be just around the corner. Customization allows brands to invade in anyone's personal world. Finally, a holistic approach to branding, according to the creator of the slide show, is what we already starting to experience as consumers. Brands will take the public's feelings and senses (vision, sound, smell, taste, touch) a lot more seriously. Starbucks, with its "sensory uniqueness" is used as an example. "We are not in the coffee business serving people, but in the people business serving coffee", are the words of Howard Schultz, the pioneer and Chairman of Starbucks. Brands became iconic, interactive and part of a whole attitude; they evolved around people, their individuality, habits and needs.
What will brands do in the future to enhance the "Belief System" around them?
("Belief System" - term used in Patrick Hanlon's book, Primal Branding)
No comments:
Post a Comment