Some companies may be tempted by a move towards traditional brand identities and marketing strategies following the recent rise of populism in politics, but the reality of today’s consumers is far more complex to navigate, and a return to old approaches is unlikely to work. In
the global marketplace of the 21st century, identity has become an elusive yet essential priority for businesses. Companies need to deeply understand who ‘they’ are, who they are selling ‘to’ and who they are competing ‘against’. The growing consumption
of foreign audio-visual entertainment in most locales and the integration of multimedia interactive technology into many aspects of everyday life are ushering in an age of individuals who combine traditional with new identities, and this has immediate effects on their consumer behaviour. Brands
are competing in the land grab for individuals’ minds, but today’s consumers exercise their quantum identities more freely away from the traditional preference of kin, clan and country, and loyalty is shifting towards a more reciprocal model. In a world where ad-avoidance sentiment
and technology are growing, companies need to strengthen their identity and enhance their communication strategies in order to sustain their success.
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Document Type: Research Article
March 1, 2018
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Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.
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