Brands’ role, meaning,
and relationship with
evolved in recent
Social and cultural role of the brand
has changed over time, going through
different stages defined by varied
approaches, objectives and
60's & 70's
The golden age of The American Dream
nurtures and molds
- yell & sell
- mind share
- keeping up with the Joneses
80's & 90's
Triumph of unfettered capitalism, rise of narcissist culture and generation X
command in a
- seduction and symbolization
- worlds of reference
- brand stretching
- lifestyle as the new social emblem
2000's - today
Globalization, middle class decline, and the web revolution
longtail and low
cost: the rise of
- proximity and engagement
- touch points proliferation
- social media and global networking
- lifestyles and subcultures hybrid
The brands of the future and the
future of brands
according to Brandvoyant
reshaping roles and rules for brands to
To compete in the new environment a
brand needs to be more and more:
Avoid clutter, complexity and ambiguity. Consumers don’t like to solve puzzles when choosing a brand. To be memorable, impressive, and brilliant, exploit clarity and cleanness above all.
If your words don’t surprise you, they won’t surprise anyone else, so be sexy, alluring and inspiring, don’t look predictable, dull, boring, or stiff.
Upend your perceptions, don’t ask people to enter your world, but mould a world that fits their lifestyle and persona: brands that better understand people’s sensibilities are seen as better able to meet them.
Forge an emotional connection with people to let them put themselves into your work. If something moves you, chances are, it will touch someone else too.
The problem is what doesn’t go far enough. The hurdle every brand faces isn’t simply getting noticed, but being believed. Don’t confine yourself to satisfy but anticipate people’s needs, bringing them into the future.
Cultural vernacular, living context and sensibility are as important as yours, always be open to the input and imprint applied by the consumer to inflect your style according to different sensibilities.
Evolve as a living pastiche, borrowing ideas, insights, inspirations, evidences from different sources to unveil unexpected horizons for growth.