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The Modern-Day Branding Imperative
October 6: While the essence of a brand might be timeless, the nature of branding as we know it is constantly evolving. Cast your mind to some of the greatest brands in the popular consciousness, and chances are you can chart its journey as it evolves to keep pace with changing times. Just as it […]
October 6: While the essence of a brand might be timeless, the nature of branding as we know it is constantly evolving. Cast your mind to some of the greatest brands in the popular consciousness, and chances are you can chart its journey as it evolves to keep pace with changing times.
Just as it is with humanity, brands, too, need to evolve to stay at the forefront of not just their respective industries but also the minds and hearts of a new breed of consumers. The brands best epitomising this wave of change are those that ascend to the title of Most Preferred Brands 2022, and the second edition of this landmark event lauds brands and organisations that have picked up the gauntlet of reinventing themselves and worn it with aplomb. This research-driven initiative shortlisted brands based on in-depth research conducted by a dedicated marketing research partner, Allegiant Market Research.
The event was marked by myriad sessions and addresses from bonafide legends, industry experts, and thought leaders, who offered much food for thought to all in attendance. The gala ceremony also bore witness to the launch of Team Marksmen’s marquee magazine, Focus, which brings to the fore the latest tales from the world of business, leadership, and lifestyle. Delivering his message for brand mavens, legendary brand-builder David Aaker, Vice Chairman, Prophet, spoke of how brands can pivot and prepare for a dynamic future by pursuing purpose. “There’s great momentum for having a social purpose and social programs. The question is how to do that effectively, and branding has some answers. In fact, branding is too often not utilised to its fullest extent. One of the things brands can do is to put their brand on top of a signature social program. Too often, these programs are in the form of grants, volunteers, or goals that are not easily branded, not easily communicated, and don’t have a lot of impacts. So, the need is to have signature branded programs that do have an impact and inspire.”
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