Brands
are a company’s strongest asset. But it is widely
acknowledged that to sustain them in the future,
they must be made more relevant to customers.
And it is the responsibility of marketers to ensure
that customers identify with and remain loyal
to brands.
If brands are to be more real, then they need
to resonate and trigger a connection with people.
Real branding takes brands back to where they
began by emphasizing the trust element of a
brand. And it’s for marketers to decide how
real branding can be used to differentiate brands
that are currently competing for the same emotional
space. It’s only another stage in the fight
for attention.
