The best brands are timeless - true but now we can add...great brands are time-less.
Because the question 'what is branding?' used to be answered through the diiference of promises made to me, personally and what was delivered. But now branding is more complex.
Branding is personalised but not necessarily to my own experience. It can be through the promises kept to reviewers who I may or may not know, to bloggers, to friends recommendations....all creating the brand perception. Branding occurs each and every moment, not just the moments that I interact personally.
So in a sense brands are created in the moment, and the good news is that top brands can be part of that moment through social media.
- No longer can a brand be ignorant of brand perception
- No longer can a brand be powerless about a complaint made to others, not them. Now their response can not only neutralise the bad PR but completely turn it around.
Brands are now built through a series of moments. This is great because life - yours and mine - has been created through a series of moments.
Top brands understand the link between moments and perception, moments and emotion, they create moments that can be shared....the don't create campaigns...they create a series of moments.