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Quantum identity and the enhancement of communication

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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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Keywords: customer experience; globalisation; quantum identity; reciprocal loyalty

Document Type: Research Article

Publication date: 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.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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