I have some of my own ideas about this, but I polled some of my smart friends and they came through for me with some great perspectives. Let’s get into this fascinating debate.
Branding is more important than ever
I first started studying this question of brand evolution in 2014 as I was writing The Content Code. In this book I envisioned a new content marketing approach required by a world filled with far too much content. One conclusion: Branding in the modern world is more important than ever. Content marketing today is a war for attention. If you already have some brand recognition, and maybe even an emotional response to a certain brand, you have an advantage in winning the war.
Evelyn Starr, CEO and Founder E. Starr Associates
In the past, companies could influence their brand image by tapping the dominant media of the time — TV, radio, print. But they were never really in control, which is why when social media came along things unraveled so fast.
Samantha Stone, Founder and CEO Marketing Advisory Network
Carlos Oramas, CEO GEMS Group
Chad Illa-Petersen, Founder Social Chadvisor
This is still the case. The identities, images that represent the “brand” may have changed, but “the brand” is still your biggest asset. Whether that’s is people, causes, quality, or a tiger on a cereal box, your brand is still the thing that makes you grrrreat