By Juan David Brand (Co-creator of Research Lab, Brand Strategy & Culture Intelligence Specialist at The Ideas Factory).
Do We Still Need Branding? The New Paths of Strategic Branding.
The past 3 years have been a time of profound reflection on the role and responsibility of brands in driving positive change. We’ve seen a surge in content, campaigns, and brand refreshes featuring deeply emotional narratives and statements on inclusion, diversity, and change. Sounds great, right? But how much of it is genuine, and how much is just “posing”?
Are we treating brand purpose as the latest trend?
One of the biggest challenges today is the rush to hop from one trend to another, causing brands to suffer from FOMO (Fear of Missing Out). This trend-chasing not only makes brands look alike but also diverts attention from the true purpose of branding: to serve as a strategic pillar that strengthens a company’s value proposition and differentiates it in a competitive market.
Brand strategy is business strategy; it’s not just about catchy slogans or pitches.
We are not all Apple. And, do we actually want to be like Apple?
While successful brands often set industry standards, blindly replicating their success can be risky. Understanding the specific context of each company is fundamental for implementing relevant changes tailored to their unique needs and customers.
Many benchmarks transcend their sectors, imposing standards on what is considered crucial for achieving business objectives. However, it’s imperative to question who these benchmarks are and analyse their true impact. Some celebrated brands in reports such as “BEST GLOBAL BRANDS” may engage in questionable practices that contradict their supposed positive impact on society.
It is crucial to recognise that, although these brands remain among the most valuable, the branding industry continues to call for more decisive actions. We are urged to “take action in these critical years” and to recognise that “the moment of truth has arrived,” where brands and organisations face increasing scrutiny from their audiences. Those engaging in superficial or insincere actions may pay a high price. Furthermore, the industry demands that brands take “clearer positions in a year marked by polarisation” (Comuniza, Branding Trends Report 2024).
Paradoxically, some companies involved in fast fashion are still applauded for their business model, while those in superficial technology have lost their original essence of simplifying life. Instead, they complicate the consumer’s existence with constant updates and unnecessary consumption practices, fostering psychological obsolescence. This strategy implants the idea that a product is no longer cutting-edge and therefore not useful, encouraging the need to acquire new products based on status and novelty, and promoting impulsive behaviours.
At The Ideas Factory, we understand that today’s branding needs more than just superficial innovation; it requires a revolution of values and principles.
In this context, it is fundamental to question these benchmarks, which we can call “totems.” According to Andy Stalman’s theory, “Brands continue to be in meaning, symbolism, and essence like those totems of ancestral tribes that united and inspired people. Today, in the absence of leaders and benchmarks, these totems have filled an existential vacuum in postmodern society that seeks to gather around them to celebrate, share, enjoy, recommend, experience, celebrate, etc. Today’s new totems are the brands.” However, as Marian Salzman points out, it is time to RECONSIDER EVERYTHING.
It is necessary to critically examine those who have been upheld as examples for years. Why do we still exalt and consider successful those who contribute to the gentrification of cities or disregard labour norms while priding themselves on being the most prominent unicorns in Latin America?
But, we all have a responsibility to accept the role of our strategic branding model.
Actions that, despite receiving accolades and awards, lack real impact and are limited to superficial changes—such as altering a letter in a brand name without genuinely improving the service—must be questioned.
In the realm of strategic branding, agencies have a tremendous responsibility. They cannot continue using the power of creativity to perpetuate models that favour harmful social dynamics and exploit vulnerabilities to just boost sales or pursue the next award. Strategic branding models need to transcend these superficial and biased visions, aiming for meaningful and lasting change.
Here are a few of our own TIF favourites:
Recognised brands may be market beacons, but we cannot overlook the responsibility that recognition entails. It’s crucial to chart a new course, challenging models that, while profitable, often neglect their social and ethical impact.
The transformation that the industry needs is not about ChatGPT, DALL-E, Sora, Midjourney and Deepfake. We need to rethink, from a critical and reflective perspective, how brands interact with people, supporting authentic and sustainable change that contributes to a more conscious and equitable society.
A creative force for good in branding.
How do we start? Let’s make it simple: brands can start by recognising the diversity of people and their contributions to society and culture, avoiding reductionist and biased interests. Prioritising genuine empathy, respect for individual and collective dimensions, and a meaningful contribution to society.
This is the path to evolving into a landscape where brands are valued not only for their commercial success but for their genuine and positive impact on people’s lives and the construction of a more just and balanced world.
At The Ideas Factory, we understand that today’s branding needs more than just superficial innovation; it requires a revolution of values and principles. We are committed to challenging obsolete models and building brands that truly represent change in a world that demands authenticity and social responsibility.
If you are ready for your brand to be recognised for its genuine commitment to these ideals, let’s have a coffee!
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