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How Successful Brands Will Be Built In The Future | Part Two

January 10, 2017

How Successful Brands Will Be Built In The Future | Part Two

THE PARAMETERS FOR BRAND SUCCESS

There are eight key points that brands managers will need to keep in mind when devising a brand strategy in the years to come.

2. CONVERGENCE:
Brand worlds often collide when innovation cycles merge with new technologies. This demands a great deal of flexibility and foresight on the part of brand managers.

3. MULTI-CHANNEL:
The mushrooming diversity of new media and formats means brands can no longer be visible everywhere in equal measure. At the same time, the line between communication channels and distribution channels is becoming increasingly blurred. Brand builders need to provide sustainable, adaptable answers regarding the scope and type of exposure they want their brands to have in selected media/channels, and they need to manage them in an integral manner.

4. SELF-SEGMENTATION:
Like communication, distribution is also no longer a simple one-way, top-down undertaking. In the future, clients will increasingly decide on a case-by-case basis, at each point along the experience chain, how much proximity or interaction is desired. The brand builders of tomorrow will do well to adapt their expectations to the respective situation, while always remaining true to their brand values.

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