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The Future Of Branding Is Creating Real Connections Between Consumers And Products | Part Four

July 31, 2018

The Future Of Branding Is Creating Real Connections Between Consumers And Products | Part Four

It’s not about selling, it’s about giving control to the people.

“Customers want to buy what they need and not a bit more,” Ormrod said. “Also, they want to understand what they’re buying. As consumers develop a taste for the new from freshly-hatched web companies without excess baggage, established brands are turning toward a new model for innovation, often called Labs. Smaller, more agile and often beyond the usual rules of a company, Labs are expected to drive innovation to market from within a traditional company to allow them to compete with new brands. The new consumer is better connected, forms opinions faster and has a better understanding of how systems work.” This new knowledge can come paired with distrust toward traditional brands in favor of those born on the web.

The future is built on more intelligent connections.

“It’s a matter of putting the customer in control,” Ormrod said. “The future is built on more intelligent connections. Mobile is going to play a huge role. It adds value by connecting our virtual experience to our real experience.”

What does that mean, exactly? It means that brands like Zappos and Seamless, Airbnb, Kickstarter, and others are enabling the digital, mobile realm to serve as a portal into increased real-life access to goods, services, and new experiences. It also means that data is enabling companies to tailor those experiences to customers in real time, right where they are in the physical world.

The brand isn’t the hero, it is an enabler of the journey the customer is on. That requires a lot of listening, in order to understand the challenges each customer faces, and customization, in order to meet those needs. Ultimately, it requires the delivery of simplicity in an increasingly complex world. When the hero does get home after battling the forces of nature and humanity, she might want Uber to get her there and Seamless to deliver tacos right away. Adventure is hard work.

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