⟼ what is this?
An academic report that surveys how branding has changed over the last ten years, and suggests how branding could develop in the next ten years.

⟼ what is this?
An academic report that surveys how branding has changed over the last ten years, and suggests how branding could develop in the next ten years.

This case study is adapted from an academic work (Dec 2013) * BRILLIANTLY SIMPLIFIED LOGOS BY THE LOGO SMITH *

The State of Branding

Which brands have grown, which have died? Which have delivered the greatest commercial results? Which have made the most positive difference to society? What trends can you discern in all this? How could branding as a whole develop, and what could some of the great brands of the next decade?

The State of Branding

Which brands have grown, which have died? Which have delivered the greatest commercial results? Which have made the most positive difference to society? What trends can you discern in all this? How could branding as a whole develop, and what could some of the great brands of the next decade?

The State of Branding

Which brands have grown, which have died? Which have delivered the greatest commercial results? Which have made the most positive difference to society? What trends can you discern in all this? How could branding as a whole develop, and what could some of the great brands of the next decade?

recent trends in branding

Brands and branding have been constantly evolving over the past 10 years, the era of digital innovations. There are brands that have impressively moved up to become top global brands and generated the greatest commercial results such as Apple, Google, Facebook, Samsung and Amazon. On the other hand, there are brands that used to be the leaders in respective markets, with their failure to keep pace with the innovations with rivals, have fallen behind the competition (MySpace, Blackberry, Nokia) or even worse, gone bankrupt (Kodak).

Besides innovations, the past decade also witnessed the emergence of certain trends and patterns in branding. Customers are empowered by social media and by the practices of crowdsourcing and co-creation, in which brands open door for customers to contribute ideas for product innovation or create meanings for the brand. This is regarded as the most advanced form of means to maximize customer engagement, based on which to enhance brand loyalty. Other than that, in an overly cluttered and complex world, companies are constantly expected by customers to act as doing-good businesses that think sustainable and care for its community, to be transparent and honest, and to be simple.

the future of branding

For the next 10 years, it is predicted that brands would continue telling stories, the origins of branding, and need to get better at that, and essentially create room for its loyalists to be the story-tellers as well. Word-of-mouth would become less important in the emergence of word-of-eye, to which companies should respond by designing its brand to be worth capturing and sharing visually.

The development of multi-media platforms would also require brand identity to be flexible enough to be in motion. Branding as a whole will evolve from platforms (for communication) to co-creating communities. People will see more crowdfunding communties like Kickstarter and Indiegogo, and co-creation communities like Silicon Straits. Tech-savvy companies including Google will remain strong brands of the near future, for they will act as the backbone, providing technical innovations to make sure communities are feasibly connected.