New consumers need new brands

The article explains the issue with these words: "The events of the last decade have made brand names a “trustmark” as never before. In uncertain times, the desire for the “new” gives way to a yearning for the known and the trusted. The consumer needs to be able to rely on the fact that some things do not change. Ultimately, these same brand characteristics should permeate the entire organization.As we change we also remain the same. The emotions that drive people – their need to succeed, their fear of failure, their need to bee seen to succeed and not fail – these things seem to remain constant.”

From Burnett and Hutton's work the advice is to:

• discern the nature of the relationship customers want with the brand;
• position brand managers as spiritual leaders;
• speak to the end-user through experiences and metaphors;
• create a master narrative that reflects the company's core value and is operationalized through the brand;
• apply the paradox of transparency;
• build your brand from the inside out, by encouraging employees to be advocates; and
  examine your current and desired brand personality.

And the authors give a very good example, they say that:
“It is sad and somewhat ironic that the brand first mentioned in this article, i.e. Disney, represented many of these characteristics 50 years ago. Walt Disney was clearly the spiritual leader, educating us on Sunday evenings with the Wonderful World of Disney, and every weekday with the Mickey Mouse Club, as well as movies about historical figures, outer space, and adventure. He was authentic, as were the many characters at Disneyland, Disneyworld, and shows via television and movies. All these elements together represented experiences that were profound to his primary target market – children – and their parents, who felt a certain relief that Disney was able to do magical things to make their children happier. There may be many parallels between the consumers of the 1950s and 1960s. For many Baby Boomers we wish for those simpler times. Times when we could trust more, when we knew our neighbor, when we did not have to answer hundreds of e-mails and phone messages, and when we believed that Annette or Cubby could be our girlfriend or boyfriend.”

Article URL : http://www.emeraldinsight.com/10.1108/10610420710779636