Branding goes disruptive

In AWA Blog

19 June, 2018
Photo by Wells Baum

The speed of change has never been faster, and the safest route towards going out of business is to stick to the route you’ve always taken.

Are you also dead tired of hearing this? Tired of hearing that, statistically, it’s more likely you’ll be out of business in ten years than that your company will still be operating? That more new companies were founded while you were eating breakfast than you have brain cells, and that their sole purpose is to put you out of business? That competition over skilled employees will become so fierce, it’ll feel like a corporate bloodbath?

I am. Tired of it. Maybe that’s because I’ve never much cared for communication by fear. Experience tells us it’s not an effective way to influence behaviour. It’s certainly not elegant, and I’m less inclined to respect those who do it. If you have to put a figurative gun to my head to get my attention, you probably need to rethink your communication.

So how could we illustrate today’s business climate in a less terrifying way? Well, how about as a deep pool, flooded with possibilities, refreshingly cool, with nice, positive people diving in to co-create with you? Sounds like a dream? It’s not. And it’s open to all, established or emerging.

For a brand strategist, it’s a wonderful swim. Brand positioning is in a pleasantly disruptive state, full of new possibilities. In mature markets, the traditional category positions have been occupied since way back – lowest price, premium/luxury, technology leader, customer leader, etc. But today, companies have the opportunity to shift brand positioning – creating new categories or skipping category altogether and position themselves on competence or attitude instead.

In disruptive branding, beliefs are the new black. In the future, I predict we’ll see many more brands positioned on who they are and what they stand for, rather than on what they sell or do. Why? Because we’re seeing a widening pool of customers choosing who they buy from almost solely based on what companies stand for. As products and services become generic, people buy beliefs instead.

So, in this disruptive business climate, branding irrigates new growth, as do all disciplines dealing with intellectual values. When physical and rational aspects become transient, emotional and intellectual properties spring forth.

Now is the time to dive into your brand’s beliefs. The water’s just the right temperature.

 

Guest author: Emma Nilsson, Brand Strategist at Graal Agency.

You may also read!

Young African female entrepreneur sitting at a table in a modern office building lobby working on a laptop and writing notes in her planner

Top 5 new, generic Top Level Domains (ngTLDs) right now

Many new generic top level domains have been released in recent years. Dotkeeper has listed the five most popular

Read more...
A stock photo of London England blended with an image of the EU European Union flag. Perfect for designs or articles about England, European Union or Brexit.

Bracing ourselves for a “no Brexit deal”?

The point of no return, the date of jumping off the cliff, the end of the conveyor belt, or

Read more...
Beijing, China

China’s innovation rise – patent landscape review and outlook

For the first time in 11 years China broke into the world’s top 20 most innovative economies in the

Read more...

Leave a reply:

Your email address will not be published.

Mobile Sliding Menu