Marketing is always going to shift and fluctuate depending on what customers are attracted to at any given moment. This year, however, industry experts have been shot into a new branding landscape…
With rewritten rules about what audiences are interested in seeing.
Here’s a breakdown of what contemporary audiences are looking for.
New Branding 101
Branding in 2024 is vastly different from what it was even five years ago…
Audiences are craving fun, adventure, and escapism.
Nowadays it’s not enough to have solid branding tied to cohesive marketing. The most successful contemporary branding campaigns can understand the anxieties consumers are facing…
WHILE SIMULTANEOUSLY RESPONDING TO AND HONING IN ON WHAT THE CUSTOMER WANTS.
It’s an interesting time to be in a new branding landscape: Audiences desperately want an escape from the doom and gloom of our everyday…
As well as something that will bring back an energetic playfulness and joy that will appeal to customers.
There are three components in new branding campaigns that when applied, can create a unique and incredibly successful campaign:
- Nostalgia
- Authenticity (AKA “realness”)
- Boldness
Three Components
Nostalgia has long been an effective ingredient in marketing…
But for new branding campaigns, nostalgia can speak to the consumer’s desire for escapism.
Some huge brands have been adopting imagery of summery European vacations to appeal to this fantasy…
Make-up brand Glossier released a summer collection inspired by the sights of the French Riviera to enormous success…
With this year breaking summer travel records, it is no wonder that this shot at nostalgia for past summers paid off.
Next, authenticity. Since the advent of social media, “authenticity” has been something that every brand (and individual user) has strived for. But authenticity now, according to the new branding rules…
MEANS SOMETHING COMPLETELY DIFFERENT THAN WHAT IT USED TO MEAN.
Now, authenticity is not just a transparency about the company– It’s an attitude. It’s an “I’m going to do my own thing” attitude. As a response to the polished nature of peak millennial marketing…
Gen Z wants its new branding to be a little more messy and a little more cool.
Lastly, Boldness. Gone are the days of uniform, clean campaigns. For new branding campaigns to work…
THEY NEED TO BE ABLE TO STOP THE VIEWER FROM SCROLLING AND GRASP THEIR ATTENTION.
This is a practical reason, more than ever…
Audiences are scrolling.
Big fonts…
Fun colors…
And a playful atmosphere are going to catch the eye of customers more than a campaign with an appeal-to-everyone approach.
Conclusion
Ultimately, many of the basic branding rules are always going to stay the same…
But different styles and aesthetics are what make new branding campaigns so compelling and successful.
In the end, to truly be a master of branding…
You need to be able to understand what consumers want…
And roll with the punches.
Be Great,
GCTV Staff
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