Companies had great aspirations for brand creation in the digital era during the last decade, investing in creative firms and technological professionals to integrate businesses into the online realm. In branding conversations, terms like viral, buzz, memes, stickiness, and form factor have become prevalent. However, these attempts have frequently achieved little outcomes. Despite initial excitement, the anticipated payout has not materialised. Building a successful brand in the digital era has proven to be a complicated and difficult endeavour that demands more than just technology strategies. Companies must now rethink their branding strategy and develop new ways to interact with people in relevant ways.
Many businesses emphasised branded content as a vital component of their digital strategy, believing that social media would allow them to build direct interactions with customers and a community around their brand. Brands would thrive online if they shared interesting tales and engaged with customers in real time. This ambition, however, has mostly failed to materialise. Despite significant investments, few firms have been able to generate major customer attention on social media. In reality, it appears that social media has weakened rather than increased the importance of brands. The causes of this underperformance and shift in consumer behaviour are numerous and multidimensional, necessitating a more in-depth examination of changing digital environments and customer expectations.
To solve this challenge, recognise that strong companies flourish by becoming culturally relevant. Branding is a collection of practises used to generate cultural relevance. The emergence of digital technology has not only given rise to huge social networks, but has also dramatically altered cultural dynamics. The notion of “crowdculture” has evolved, in which internet groups serve as extremely successful and prolific cultural innovators. Understanding crowdculture is critical for understanding why branded-content tactics frequently fail, as well as providing insights into alternative branding techniques that leverage the power of social media.
The popular Under Armour ad “I Will What I Want” exemplifies the smart use of celebrity endorsements and cultural branding to produce compelling content. Nike’s cultural approach was first accepted by the brand, but it was expanded upon. While Nike turned its focus to branded content, Under Armour filled the hole with captivating advertisements like “Protect This House,” which promoted the idea of conquering challenges through pure determination. They also followed Nike’s example in emphasising female athletes and breaking traditional gender conventions with their slogan “I Will What I Want.” Under Armour has made a huge effect on the sports business by breaking down barriers and embracing cultural trends.
A decade later, businesses are still striving to develop a branding plan that works in the chaotic realm of social media. Despite billions of dollars invested, the largest platforms—Facebook, YouTube, and Instagram—appear to be in charge, while the great majority of corporations remain cultural silent. Companies must redirect their attention away from platforms and towards the true hub of digital power—crowdcultures. They are opening up more options for companies than ever before. Old Spice achieved success not through a Facebook campaign, but through a plan that capitalised on the sardonic hipster style. Chipotle achieved success not through a YouTube strategy, but through goods and messages that connected to the preindustrial food movement. Cultural branding may help businesses reclaim their cultural significance.
REFERENCE
Holt, D. (2016, June 9). Branding in the Age of Social Media. Harvard Business Review. https://hbr.org/2016/03/branding-in-the-age-of-social-media
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