The Rebooting Show
A confusing time for mass brands
Aug 5, 2024
Ana Andjelic, a veteran brand executive and writer focused on the Sociology of Business, dives deep into the shifting landscape of brand marketing. She tackles the internet's impact on brand competition, emphasizing how traditional advertising has shifted to performance marketing. Ana also discusses the complexities of direct-to-consumer strategies, the importance of storytelling in maintaining brand identity, and how creating real-world experiences can drive genuine demand. She highlights the rise of niche markets, stressing the need for brands to adapt in a rapidly evolving ecosystem.
01:02:49
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Quick takeaways
- The internet's influence forces brands to prioritize immediate market responses over traditional brand-building strategies, complicating mass marketing efforts.
- Product-led branding is becoming essential as it builds consumer loyalty through meaningful product stories rather than relying solely on performance marketing.
Deep dives
The Shifting Landscape of Brand Building
Building a high-end fashion brand is becoming increasingly complex in a market dominated by performance marketing. Traditional brand advertising is taking a backseat as companies like Nike grapple with maintaining their market share and brand identity amid changing consumer expectations. During the conversation, it was highlighted that companies used to rely on a unified brand message, but they now face the challenge of catering to narrow audience segments, making mass brand building challenging. This shift suggests that merely building a brand is no longer sufficient; companies must also focus on capturing demand through rapid response to market changes.
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