With the dawn of the new century we saw a lot of different advancements within science, technology, engineering, architecture and humanity as a whole. We evolved and even completely changed the way we socialize and with that we changed our core values as well. Instead of warm hearted greetings we now send emojis. Instead of dwelling in human interaction, we spend the majority our time in front of a monitor. We have evolved into secluded beings, only accessing the world outside though the internet. But has all of this translated into Marketing? How have today’s Brands adapted to such conditions and how do they sell to the modern day monitor junky?
In Marketing, the most important factor which dictates its rules and ways of functioning is society itself. In a sense, Marketing is the constantly evolving knowledge of human behaviour, used to persuade human
When Branding started to emerge during the 20th century, people (customers) were on the constant lookout for quality. Hence the origin of Branding itself was to help customers distinguish one company’s good quality products over its competitors. Yet if we look at the Brands of today, we’d notice that not much has changed about the motive of Branding itself, rather the outlines of Branding have been narrowed down and demand much more creativity and relevance.
Today’s Branding strategy does not just involve identity, but rather personality. Brands in the 21 century are required to have a backbone, a drive, a good enough motive to do what they do. This is why Apple, for example, talk about who they are and what they want as a Brand, instead of purely focusing on product Marketing.
All Brands must first prove themselves to their customers before they even begin selling their product to them. In a sense, 21st century consumers want to know who they’re giving their money to and most importantly why.
At the dawn of Branding, a product label or a newspaper article would talk about what the product can do for the consumer, basic demand and supply behaviour. Today, it’s all about relevance. But what does it mean to stay relevant? Well in the most recent events we have to shine a light on @world_record_egg. The person behind this marvellous rebellion propaganda used relevance to rise to the top of the ranks and create a very unique ‘Brand’. He noticed the amount of hate Kylie Jenner was getting on the Internet, she was most relevant in
These new criteria have paved a path from which Influencer Marketing was born out of. The ability to convey trust and personality, as well as getting a direct personal recommendation to your potential customers is like hacking the core structure of Marketing itself.
Yet these tools were not available to Brands before the 21st century, hence why Influencer Marketing is a new form of direct sales. As I mentioned above, the internet helped evolve Marketing and quite frankly humanity as a whole, allowing mass distribution of not only products but ideas and experiences.
In conclusion, being a Brand in the 21st century means that you need to be relevant, you need to prove your Brand has personality and most of all, you need to be original.