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Blog | Time to downgrade the importance of brands?

Oprettet af Jonathan Winch   |  0 kommentarer   |  February 12, 2008 10:03

Is the brand name and mass marketing combination ready to take a back seat to a more scientific approach that derives its value from building individual customer relationships? According to some industry commentators, it’s time to downgrade brands, already suffering from declining loyalty, and simply make them one component of an overall consumer relationship.

The authors of the book Brandocracy believe that three key stubbornly-held characteristics make marketing organizations slow to adopt new ways: a belief in and a reliance on the mass market; an emphasis on marketing quantity, not quality; and a decision-making process based on intuition and experience, not facts and analysis. The reason they have survived is that it has been difficult to do any better.

As these factors start make further inroads, brands will become only one means of serving customer relationships instead of the traditional front-running, blunt-nosed driving force.

The message for consumer goods companies and their marketing brandocracies is clear, and fundamental. Instead of selling a brand to an ill-defined portfolio of customers, they must sell a well-defined set of customers a portfolio of brands and products. To accomplish this, marketing departments, and the organizations they serve, must change virtually every dimension of how they operate.

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