• by Dino de Leon , Yesterday

Brand identities are funny things. We invest so much time and effort into their creation -- debating and refining strategies to differentiate them -- all in the hope that we have created tight brand assets that will break through the noise while building awareness and affinity.

But is anyone paying attention? Have repetition and impressions simply become flotsam and jetsam in the churning sea of endless content?

The Formula is Broken

The formula that worked for years was built around platforms that have so dramatically changed that the “rules” of branding have struggled to keep up. I won’t add to the refrain of eroding consumer loyalty, the impact of technology, the fragmentation of attention and all the other industry headlines of the last few decades, because you get the idea. I will, however, suggest new approaches that will help marketers challenge what an evolved brand looks like.

From Control to Chaos

Originally, brands were controlled by their creators, and consistency was the key to their success. Consider how taglines (“Just Do It”), audio mnemonics (the Intel chime), and distinctive visual assets (Tropicana’s orange with a straw) were carefully crafted, focus-tested and implemented with relentless repetition across every touchpoint. 

But these touchpoints, and the contexts they are received in, have so drastically changed that what once delivered awareness and affinity may now be training your consumers what to ignore. The trust that brands once enjoyed has been thrown into question, and top-down brand management is no longer as effective as it once was.

The New Attention Economy

As we now sit firmly in our “disrupting everything” era -- cord-cutting, social commerce, artificial intelligence and accessible platforms for any creator, brand or idea -- the game is changing faster than we can strategize solutions. 

Innovative brands are leading the way in this new attention economy. Glossier replaced traditional brand and D2C models with subreddits and handling customer service through DMs. Even Nike has “updated” its  iconic declaration of “Just Do it” into an open-ended question that asks “Why Do it?”

Why, indeed. 

Five years ago, if a brand manager suggested to their CMO changing the brand’s signage or packaging based on one consumer, they might be escorted out of the building. However, we are seeing mega-brands like Microsoft and Axe blow up their brand guides and eschew hard-earned brand assets by partnering with creators like Emily Zugay in a Hail-Mary attempt to reach their target audience.

Rethinking What Matters

Look, I’m not suggesting that marketers should replace design degrees and MBAs with Canva and ChatGPT subscriptions. But the future is coming, and it is coming fast. 

Agility and relevance have entered the chat previously dominated by distinctive brand elements and repetition. Our media consumption and behaviors have literally rewired our brains, allowing emerging generations to detect and ignore “ads.”

We have moved from emphasizing brand identity to curating brand behavior. The answer looks like a constantly evolving playbook to get the attention brands are looking for. 

While the temptation to double down on traditional approaches may be ingrained in our training and structures, we must resist. One thing is certain: Control and attention have shifted, and if you haven’t already incorporated a multifaceted approach to your brand expression, you may want to move that up on your to-do list.