Brand Building, Beyond Marketing -

Brand Building, Beyond Marketing


Consumers are becoming more suspicious of traditional branding. Here are five steps to regain their trust.

by Nicholas Ind and Majken Schultz

This article was published by Booz & Company.

Not so long ago, brands were in the limelight. They were seemingly powerful, and virtuous. Any inconvenient truths were hidden by glossy packaging and one-way, big-bang marketing campaigns. Now, as organizations become ever more transparent, people can see behind the marketing facade and are questioning what they are told. Trust in brands has diminished and consumers are more likely to view brands cynically, and to feel uncomfortable with brands’ desire to control. This has created a challenge for many brand owners, because they are ill equipped to cope with greater openness. But the most innovative companies are recognizing the way perceptions are changing, and are adapting their branding strategies accordingly — in some cases, reinventing them entirely.


Click here to read more (Booz & Company 2010)



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