The changing nature of brand power

Jean-Luc Ambrosi

Jean-Luc Ambrosi is an award winning marketer and recognised expert in branding and customer relationship management. He is the author of the new book, Branding to Differ, a strategic and practical guide on how to build and manage a successful brand.


Once upon a time, life was easy: You developed products, placed them in a well-located retail shop, wrapped them under an attractive brand and hired the best creative in town to promote them.

Advertising was king and when it didn’t sell products, you could argue it was building brands. That was the recipe for success. How sweet, or so we thought. Many business and brands were successfully built on this approach, even if it wasn’t always that easy.

Today, the digital ecosystem has disrupted our recipe for success, and the role brands play in building success. Anyone can build a digital presence and create a brand at almost the speed of light. As a result, there are so many products available under so many brands, it has become increasingly more difficult to attract sustained attention. Sustained is the key word here, as quick sales come and go with a bit of digital promotion.

What really matters today, arguably more than ever, is the trust a brand can bring to the purchase experience. This is particularly vital in the digital age. As more customers become physically disconnected with brands and the purchase process, brands need to bring an extra layer of comfort into their virtual relationship with customers.

While customers enjoy the ease of doing business online, letting their needs for immediate rewards go wild, they are also increasingly wary of post-purchase blues. These blues are created by the dissonance between what appears to be on offer and what is actually being sold and purchased.

The digital ecosystem has mastered the art of disguising the true quality of products, and modern customers need to rely on some reinforcement mechanism to press the ‘purchase now’ button.

This is where brands come into full flight. In many instances, the only rational and emotional bond between a pretty picture and nicely crafted copywriting, and the belief this is a genuine offer, is the brand. The brand is acting as the trust mechanism. It benefits both the rational brain, which is saying “for sure this brand wouldn’t sell me a dodgy product”, and the emotional one, which says “I trust them, this is great”.

Trust is now the primary driving factor in engagement. Consumers need to be able to trust who they do business with no matter how, where and when they decide to make a purchase, whether it be in the comfort of their own homes on their computers or tablets, or on the train via their mobile phones.

Trust has always been on top of the pyramid of needs. But today, it’s not just a want, it’s a must. If you thought digital could create lasting brands via a bit of promotion, then think again. Brands have more tangible meaning than ever and your commercial success depends on it.

Tags: digital strategy, omni-channel retailing, marketing strategy, brand strategy

Show Comments

Featured Whitepapers

State of the CMO 2018

CMO's State of the CMO is an annual research initiative aimed at understanding how Australian ...

More whitepapers

Blog Posts

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

The new data hierarchy

We are all digital lab rats spewing treasure troves of personal data wherever we go.

Gerry Murray

Research director, marketing and sales technology services, IDC

When marketing a business, we can learn a lot from neuroscience

In 2015, a study at MIT suggested an algorithm could predict someone’s behaviour faster and more reliably than humans can.

Michael Jenkins

Founder and director, Shout agency

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Data-driven marketing solutions are the way forward to inspire customer engagement. Data should be given a long leash when it comes ident...

Claudia

C-suite perspectives: How Ray White's executive perceive marketing's role today

Read more

Latest Podcast

More podcasts

Sign in