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James Surowiecki's column in The New York last week, Twilight of the Brands, seemed to suggest that brands are dying. He argued that the usefulness of brands as decreased given that "consumers are supremely well informed and far more likely to investigate the real value of products than to rely on logos.
"His observations about people’s orientation and decision-making are spot on – but I come to a different conclusion. Instead of seeing the current market environment as ushering in the “twilight” of brands, I view it as a call to arms. Brands and brand-building are more important now than ever before.I hold this different – and hopefully more instructive and insightful – perspective because I view a brand as far more than a label or logo.
A brand is the bundle of values and attributes that define the unique value an organization delivers to customers and the unique way the organization operates. A brand is a strategic platform for managing and growing a business....
I felt that this article spoke to a lot of what Andy James said in class about the importance of branding in today's society. It begins by contradicting the idea that branding is dying by showcasing its vast importance. A company's brand is so much more than just a logo in today's society, and it is clear to see. It has become a strategy and belief system to train personnel to live and breathe, rather than just promote to increase volume of sales. Due to the availability of so much information, consumers are smart enough to see through a surface effort at branding. Thus, it is important to instill the ideas of the brand to the core of the company to show a customer that they do not just say it, they also show it.