If brands are like people then successful relationships between brands and consumers are forged through connections.
I think the next generation of Brands will have to become more personal, they’ll have to forge meaningful connections with each and every consumer. If you look at the trends in how we consume our media - it get’s pretty clear. Instead of consuming television on the schedule of the network - we now consume on our own time - whenever we want and in quantities that we want.
Does TV Guide still exist?
With the rise of Snapchat, consumers follow the brands and people that communicate to them directly and speak their language. There’s no longer a huge corporation that places big ads on TV - convincing the masses to go out and buy their latest thing. Granted - it’s still there - but it won’t be for long. There are industries that are hanging on to the old ways - and the old way will continue to exist - but, if we look to the future more personalized connections will forge the next powerful brands.
What I’m curious to see is how the current huge companies will adapt into the new paradigm. What will Nike do to connect with the customers? They were one of the early brands to embrace digital marketing to it’s fun potential - going all in and heavy. What’s next for them?
What about Apple? How will they evolve and remain relevant? The luster seems to be fading - and the one person who used to forge those connections, the one person who used to paint that aspirational picture is now gone - replaced by several people. Will it remain aspirational?
I believe in order to form a meaningful relationship with your consumers, brands will need to put in the work almost one on one. The message has to be open. The communication channels need to be clear. There has to be an honest conversation with a person - even if it’s not one on one - there needs to be a person involved. Love, Empathy and Caring - it’s all done through meaningful connections.
This series of content is a small experiment. I pledged to create a piece of content on my site for the next 365 days. You can read the opening post here. The posts aren’t limited to thoughts or ideas, they’re really just a way for me to create original content. If you got any feedback/questions, please reach out. Thanks for looking.