What is the experts’ opinion on the future, in regard to branding? We questioned managers for brand and marketing on their thoughts on how branding is going to develop in the coming months.
Below are some of the responses we received, which were among our favorite.
Future Branding as Viewed by Experts
• ‘Branding is going to involve ROI in a major way and it is going to have much less to do with being ‘cool and comfortable.’ Unless content which is branded (it could be anything) is significantly steering customers towards the sales funnel, it is going to end up like the dinosaur. This means it is going to die off. This was the opinion of Guy Kilfoil, the GM at BMW South Africa, handling Brand Management.
• ‘It is going to involve helpful content which is tailored, created by professionals in content. Banner advertisements are going to fade in significance. Video blogs and content for interacting are what perks the curiosity in people. It involves communicating with an audience, not dictating to them.’ This entails giving them a chance to air their views as well, not just giving them information. This was stated by David Diomede, of OpenSystems Media who is the Creative Services Director.
• ‘In 2016, branding is going to change and become more of mobile apps. It is of utmost importance to reach the end user as end users are utilizing websites to study brands. They are coaching themselves about brands so as to gain knowledge. Firms should aim for end users with direct promotions which keep them caught up and absorbed with their brand, despite the end user purchasing their brand via an outlet for distributor or retail.’ This is what Wanda Angel, ProVia’s Brand Manager for Doors & Windows thinks.
• ‘Motivating engagement with promoters of brand and making use of verbal communication to distribute news is vital. It is possible for social media to be strong and at last we are able to see brands promoting it effectively.’ This was according to Lauren Sengele, the Associate Brand Manager of Jarden Home Brands.
• ‘Branding will become extra specialized and will be included in the guidelines for company; but, I think it is going to be enhanced to become compatible with particular groups of audience and industries. The only method for us to appeal to individuals in the technological world that develops each day is by displaying to them something interesting and at the same time discreetly jog their memories on who you are.’ So said Elle Grantham, Olancha Group Ltd’s Marketing and Design Coordinator.
• ‘Brands experience an expanding challenge to maintain significance and remain focused in the worldwide overflow of rivals. To remain at the front, I think there is going to be a demand for content of improved quality compared to delivery which is more continuous (since majority of them consider this to be the answer to flourishing branding and digital marketing). If you desire focus to be on you, do not serve content which is just common; it should be unique,’ says the Brand Manager of Flowfold, Nick Power.
• ‘My thoughts are that branding is advancing to immersive practices. Some of it is via mobile technology; however, for us, it involves communication and engagement in the real world.’ This was said by the Marketing Specialist and Visual Designer of Cytel, Rhiannon Sheaparé.
