What does it mean to be a brand? In this installment of our tellthetruths video series, I introduce the idea that the relationships consumers have with brands have evolved over time. Whereas the purpose of a brand was originally to provide reassurance regarding quality and performance, it’s now often about something different entirely.
Brands Aren’t What They Used To Be
Brands used to reassure consumers that they were making the safe choice. But being the safe choice, and talking about the ways that your brand is the same as the rest of the category, has become pretty dangerous. Consumers, especially the younger ones, are looking to discover unique offerings that help them feel more unique themselves. Is your brand doing this?
This video originally appeared on LinkedIn
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