The Future of Brand Ecosystems
Why don’t we explore the extreme, yet benevolent nature and state of our current global brand ecosystem and its dubious future. From the evolution of the brand foundation’s plate tectonics that have established heavenly mountains via earthquakes in the minds of audiences. To the heady volcanic thunderstorms giving shape to the unknown edges of our brand-scape; more or less (to the old-school CEO) resembling one of the many levels of hell in Dante’s Inferno. As if the Mayan Calendar was meant to count down the days of which the happy-go-lucky life of an executive as we knew it, was coming to an end. And this may come true, unless we as brand-activists act now.
What is a Brand Ecosystem?
It is basically the environment in which a brand and their audience interact and engage with each other. Just like in nature, the forests are evolving ecosystems which the inhabitants like bear, birds, deer, etc., have to survive and adapt to. In the same light, the brand is the forest and you, the audience, are existing within its sphere of influence. That sphere of influence are the various brand touch points a company may have that you interact with like: a brick and mortar store front, employees, websites, communications material, etc. All of these brand touch points make up the brand ecosystem and the consistent evolution of this ecosystem as well as the way in which audiences interact with it, is the topic of discussion.
The good old days of ‘target marketing’ as we once knew it are numbered…
Of course it is absolutely important to have your ideal audience in mind when partaking on the branding or re-branding journey; but it is essential to see the ‘big picture’ and keep an open yet flexible mind when it comes to this topic. Lifestyles and brand-ecosystems are melting and separating into many subgroups all the time. Just as the current cultures and technologies have been changing at a revolutionary pace; so have the boundaries that define who your potential customer was, is and will be. This is partially due to the way social media, associated apps and mobile technologies are affecting exactly how we consume, share and utilize information.
Ideally, marketing and advertising agency’s would like to define a specific lifestyle and associated ecosystem that a particular group of individuals identify with. This attempt to put peoples lives, which are in a constant state of change, into a box will prove highly time-consuming, expensive and fruitless unless you are already a fortune 500 company that has established a following long before these technologies came into the picture; yet for them it is as relevant and as dire of a situation to stay at the top! Within the next ten to twenty years, by the time your marketing department is finished with their next ad campaign, this elusive ‘target market’ will have slipped past your fingers again and again.
Have no fear, the Devarj Design Agency solution is clear!
As we see it, the solution lies in the foundation of the human response to stimuli. As long as a brand is authentic with their mission, vision, messaging and collateral; they will be able to reach their goals. This is not as easy as it sounds. To say the least, it takes a dedicated team of experienced professionals to partake in the in-depth research & discovery of who you truly are and to gain an understand of your industry. Also gaining an understanding of who you are as a company both internally and externally, why your company does what it does, how you do it, and how others are doing it, so you can do it differently are vital to the creative process.
Your communications material must fundamentally be relevant, visually attractive and stimulating to your audiences human emotions, psychology and senses to establish the following that companies are striving for in this day and age. The newer generations are calling for more inbound marketing more so than traditional outbound marketing. Although we shouldn’t disregard outbound marketing tactics which are essential in their own respects.
It seems like people want to be engaged with in a certain way and pulled into your timeless and amazing story. The bottom line is that no one likes to be sold to or be relentlessly told that this product is better, faster, or stronger. Most people are definitely looking forward to businesses that resonate with what they stand for, who the individuals in an audience identify themselves as at a certain point in time and ultimately the question of why do you as a company, do what you do. Accordingly your audiences and future consumers will choose to engage in your products and services. I know it may seem overwhelming and that is why were are here, just take deep breaths and allow your special forces team (Devarj Design Agency) to do what they are meant to do.
Best Regards,
Eric Devarj
Director of Business Development
