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

July 23, 2018

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

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

The perceived need to master emerging technologies and engineer a viral video dominates much of the conversation in the world of branding. Clients want measurable proof of eyeballs on the screen, and creatives struggle with the expectation that they’ll be able to engineer a hit. But what is a hit? The trend toward the mean-spirited shock video filled with actors faking real-time reactions to disgusting pranks is the result of the mistaken belief that eyeballs equal success. This mentality is largely a relic of the measurement of success in television advertising, which isn’t surprising. The history of the advertising industry, Wogan-Silva said, is a string of attempts to reincarnate what came before in a new medium.

“The poster in the window got smaller as a print ad,” she said. “But it was just like the poster in the window. Then print ads got read on the radio. Then the concept transported itself to TV in the beginning with still pictures added to what were essentially radio spots. In each instance, advertisers didn’t take advantage to the fullest of the new medium. Our habit is to stick to legacy. Radio was a new technology. So was TV. The exponential release of new technology doesn’t change the need for percolation in the creative process.”

Something extraordinary is something that touches consumers and tells a story, it’s not just technology alone that builds a brand.”

 

“There’s this automatic inclination to believe that new technology is creativity’s silver bullet. But invention of technology is different than innovative use of existing things. Great TV wasn’t born from the new platform from the get go. But the stories got better, the use of bookends in commercial buying was a new variation that came from careful, deeper consideration for what could be done with this amazing medium.

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