What are the New Rules of Branding?

Life is not getting any easier for brands, in our day and age. Of course, very few find worldwide recognition, and their owners become richer than ever. But it is a constant struggle, as they have to adapt to consumers point of view, more than ever. Companies don’t just sell products and services anymore, they are also a member of society, and as such, they need to act like in an exemplary manner.

A Physical Representation through Entertainment

An actor being a spokesperson for a brand is nothing new. In fact, most of the big names in Hollywood are lending their face and voice to a brand. They are particularly famous, in the beauty sector, where actors can be more famous, for their ads (like Charlize Theron for “J’Adore” Dior), at given times of their career, than for their films. What has yet to become the norm, but is well on its way, is brands represented by movie and TV series characters. It should be all the rage, in the next few years, as the main characters of the Triality World will be seed-branded by different names from various industries. Other universes should follow suit, as well.

The difference between an actor being a spokesperson and a character being seed-branded, is the fact that the actor never gets to play himself in the relationship. For example, when one of the main stars of the initial Triality Productions storytelling sessions called “In the Beginning” will give interviews to media, they will always be in-character. When they represent brands, at their events, they will still be. Therefore, the Maiden, Stella, or even Gatto will never be seen under the actress’s name. This marketing use, creates a stronger bond and removes any facet of the personality of the actress, that may be unwanted by the brand sponsoring the character.

Companies need to fit-in

Before, people were buying brand products, simply because they felt its power was transmitted to them, simply by wearing it. Having a Guess logo on you, suddenly made you look like one of the pin-up girls they used in their ads. It was mostly all about image, and wanting to become. Today, the Millennials have a completely different view of brands. They don’t want to be like them; they want them to be more like Millennials. That’s because this generation is much more conscientious about everything: the planet, the water, working conditions…

Therefore, the strategy of brands is now based on the fact that they have to adapt to what their customers expect them to be. It is quite tricky, since they also look for brands to have personality. Those two qualities don’t go very well together, so, marketing directors have to juggle between showing a strong front, and one that will make them look like they respect all the rules, at the same time.

The Virtualization of Brands

Brands are real products. They have to be bought and enter the life of the consumer, if a company wants to survive and thrive. But first, it now has to establish itself, through the use of social media and a wider presence on the World Wide Web. Instagram has become the tool to rule. Being seen, every day, on this mobile app, is crucial to so many brands, today. That is how they keep an open-link with their customers, something they ask for. In other words, they want marketing to be directed their way; how better can it get for a brand?

But the new rules of internet have to be understood, for brands to survive in this new world. If absent or if the message being sent through their virtual platform doesn’t conform to what their customer-base requires, the brand places itself in danger of disappearing rapidly. Learning the new art of war, is much simpler for the new generations, that have never known a world without internet. Brands should remember this, when they hire their next marketing manager.

Carry F.

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