Branding as we know it is dead

October 22nd, 2004

A really interesting discussion on gapingvoid about brands, their role, purpose, and the impact of blogging, the ever increasing importance of transparent communication with customers and communities of interest, both physical and virtual.
My thoughts: Kids and people don't describe things generically they often talk through brands. And people like to define themselves through brands.
Apple is successful, I suggest because, the iPod revolutionised the way we consumed music, and created meaning and context and delivered a great user experience. Therefore becoming more relevant. The purpose of the ads for iPod which are as iconic as the product, reinforce that great user experience.

There is a lot of nonsense written about brands. What we have witnessed is the fragmentation of media, the empowerment of the consumer and a ever increasing documentation on both sides of the atlantic of the failure of interruptive communications.
For sure brands are not in control as they once were, and recognise, well the smart ones recognise that, they have to put the customer at the beginning of the value chain and not at the end. Customers these days are more promiscuous. And one might argue that today communities dominate brands?
In 5 years time marketing/brand – communications will look very different. Marketers worth their salt must recognise this and act decisively, helping their clients become relevant again. Post-Big Brother, it is obvious that people want to interact with brands, even co-create them.
Conventional branding, image advertising, the new junk mail of the 21st Century. TV advertising the silent movies of the 21st Century. The days of the breathless hype of Madison Avenue are over. Blogging, moblogging, vlogging, the mobile phone, interactive TV, and the PVR have all contributed to this.
The message couldn't be simpler for any business. Engage or die.
Via Doc Searls weblog

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