From services, packaged goods, and cutting edge technologies to social and environmental issues, including the local and global perception of national actions, today's brand meanings are changing rapidly in some respects and remain amazingly immutable in others. While contributing to this special issue, the author elected to discuss the importance of the concept of "Brand", as we look at the years ahead.
While some hurry to proclaim the decline of the supremacy of brands (or at times, the death of advertising), the importance of brands is not declining, nor are brands losing their dominance-particularly in the global marketplace. While events, styles, expressions and the commercial value and use of the Internet as a channel will change over time, the concept of "brand" will continue to be a significant variable. Customers will have more chances to interact with a brand in a converged environment, and the experience delivered and communicated will take place on a time scale, previously not seen. In that sense, we can anticipate that the market space environment for all products, including major brands, will be less forgiving-for those considering product performance or website navigationand remedial steps, to be effective, will need to be swift and to the point. Brand strength may not be expected to save the product from criticism; rather, the more valid expectancy is that remedial steps are more likely to be accepted because of the brand's history.
As marketing and advertising professionals, our responsibility will continue to be to control every intersection that each of our audiences has with the brand, and to consistently deliver brand enhancing-some say quintessential-brand events. Brands will continue to have well-defined characteristics, including-among others-customers, repeat customers, a relationship with the enterprise's business strategy, and meaning or personal relevance to those using or considering the product or service. The importance of customer relevancy will more frequently find its expression in the personalization of the Web and in online advertising. These techniques will result in intrusive and memorable ads and offers. And, the successful communications will always articulate the business strategy of the enterprise. Yet, as we look ahead, the effectiveness of "Brand" is tied to a prosperous and largely peaceful world. Global product proliferation and brand extensions stand on a strong worldwide economy. It is not necessity that is the mother of invention; rather, it is abundance and prosperity that spur invention and build and maintain brands. |
