Communications in a debranded future
The world is changing - fast - and with it our attitudes to issues as diverse as macroeconomics, the way in which democracies are organised and product branding.
Within this context, debranding is a counterintuitive trend that is gaining traction worldwide (see link below for more):
“In our debranded future, consumers won’t necessarily spend less—but they will buy less. They will buy fewer throwaway clones and spend more on only a few quality essentials against a fair-trade price. The shift among brands from investing in marketing to investing in product development should also allow less fortunate people to buy pure, simple, quality products. Prices will reflect real value, not the conceptual value branding magically bestows. Products will be stripped of branding codes and constructed imaginary worlds”
The debranding trend flies in the face of branding orthodoxy, but raises important questions about how best to communicate with audiences of choice.
Channels and elements are always evolving, but one constant remains vital: the authenticity of the message. Increasingly sophisticated audiences in a cluttered communications environment are highly discerning about the nature and tone of messaging. Now, more than ever, how you say something is as important as what you say. The carefully crafted message is becoming much more important than the bells and whistles of the past.
The Future of Branding is Debranding.
About Lee Cahill
Lee Cahill is an independent communications consultant, writer and editor with over 35 years of work experience.
She has a BA in English and Art History (Wits) and a BA (Hons) in English Language and Literature (Wits). She also completed the Certificate Programme in Strategic Marketing Management at the Wits Business School in 1995, has extensive post-experience training, and has a strong background in marketing.
She's held various senior positions in business, including those of Group Marketing Manager: Business Partners Limited; Marketing Manager: Struik Publishers; and Senior Manager (Promotional Marketing): Nedcor Group.
She's been in her own practice since 2002, and works with both local and international clients including African Business Database Limited, Efficient Group, Genesis Analytics, Sappi and many PR agencies.
Lee specialises in corporate and media communications.
