The number of failed brands is large and even once very successful brands, such as Kodak, Compaq, Compuserve, are now shadows of their former selves. If brands are so valuable, why do so many fail or fade?
Likewise, if competing brands all say they have the lowest price or the best deals, obviously only one claim can be true. The rest are stretching the truth. How do consumers find out who is telling the truth?
Trademarks are becoming as common as commas, yet with a far greater impact than overused punctuation. While the legal lockdown of conversational language is progressing, the copyright law and rights are being thoroughly challenged.
We are in a moral crisis. Our collective trust has been broken and it is time for a values revolution. A moral renaissance, if you will, where how you're doing business is more important than what you're doing.
If better working conditions, sustainable production, or ethical supply chains are ways in which a brand can enhance its reputation, appeal and value, then doing good globally can be good for business.
Instead of thinking about how to integrate brands into content, marketers need to be more disciplined about how to integrate the right kind of content into the brand's marketing mix to accomplish a specific objective.
A marketer's inconvenient truth is that consumers now demand that brands are authentically present in all facets of their lives; short cuts and bare minimum marketing simply don't create a memorable brand experience.
When you are building your product and thinking about your go to market strategy, you can focus on getting everyday internet users first. Or you can focus on getting brands first and working with them to get users.