Branding?
Farmers and ranchers needed a way to be sure that their livestock could be distinguished from those of their neighbours. So, a metal symbol or brand was heated up and pressed against the creature’s hide, searing in a mark that would last for many years.
This term came to be used to describe the process of implanting a logo or other corporate feature into the minds of the public. The theory was that this subconscious influence would then lead them to buy certain products independently of their own rational judgement of the product’s worth. And this method was used to great effect by marketers from the latter half of the 20th century onwards.
In the LT era, where products and services will be marketed on their uniqueness, how will branding work? Will large corporations that control a vast array of not highly successful products go to the trouble of creating a brand identity for each one? Or will they just keep one master brand? Would this work in a world where consumers are used to and value variety and their feeling of discovery and ownership of a product?
Will there be subtler brands, e.g. an environmental brand (although a
particular logo is not used everywhere, a company might emphasise the green qualities of one product in order to raise awareness, and drive consumers to make green choices elsewhere, again choosing the same green company’s products) (or a brand could be a certain lifestyle. A company could push a certain attitude towards life that would prejudice the consumer when it makes a buying decision). This is probably already happening to a certain extent.
We can see personalities being used as brands, where their sponsorship deals all reinforce each other, and even their personality seems to feed into their brand. This will probably become more prevalent in future. I will post more on this topic once I have read the highly recommended ‘Communities Dominate Brands’ and feel less out of my depth!
