- (2012-05-14 06:54:33)
かつてもてはやされた「ブランド」だが、「ブランド」にも斜陽の陰が。90年代に隆盛したブランドは今、どちらかといえば中国や中東で人気であり本家の欧米では今ひとつ元気がない。
インターネットやSNSの普及で「ブランド」の価値観や「ブランド」に対する戦略は現在、激変中・・・これは2年前の記事である。アメリカ人は気づいているな。そして対策を打っている。
Brand Building, Beyond Marketing
http://www.strategy-business.com/article/00041?gko=9efe7Consumers are becoming more suspicious of traditional branding. (July 26, 2010)
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.