Change happens slowly—until it doesn’t. After a few years of uncertainty during COVID-19 followed by rounds of layoffs in tech, we may be into a new era of marketing for brands. I wrote a piece for Fast Company based on my recent observations. It's called "Brand New Rules." Read here: https://lnkd.in/eWBjy_CR Special thanks to Jeff Beer of Fast Company for editing and publishing it. #marketing #advertising #creativity #branding #brands #newrules
Great piece! But as for "rules"... I feel that to achieve the status of "rules" and "laws" there is the need of validation using scientific method, experiments and validations beyond examples... "Emotional connection used to be the golden ticket to brand-building. While emotion plays a powerful role in storytelling, brands and businesses must strive for trusted differentiation of their products to stand out and not just capture but retain their customers." Do we have validation on "trusted differentiation" as vast as we have for emotional strategy? We have lots of studies on Distinctiveness and even Differentiation, but none of them invalidates the impact of emocional strategy...
Excellent Rei Inamoto “trusted differentiation” beautifully stated. I wonder if that could also mean trusted distinction and therefore an intent to develop a unique brand asset (where a knockoff brand wouldn’t be a substitute). Like Yeti mentioned in your article, influencers choose the brand since they know it performs as the brand promises.
Bullseye, Rei Inamoto
So on-point and couldn't agree more with the importance of product storytelling and differentiation. Yeti and Loewe examples are aces.
Inspiring as usual. Thanks Rei Inamoto :-)
Loved it, thanks Rei
A mind-opening article, I loved the examples of Stanley cups and Loewe x Suna Fujita collaboration. Thanks for sharing!
Chief Brand & Experience Officer @GALE | Creative Business & CX Leader | Adweek 50 | Top 100 in Advertising | Advisor | Protect Our Winters Emeritus Board Member
2moThoughtful analysis and insights as always.