The End of Branding?

Currently, I’ve been reading the book Adland: Searching for the Meaning of Life on a Branded Planet by Creative Director James Othmer. One of the most interesting sections thus far has been his account of a converstation he had with Rick Webb, Co-Founder ofThe Barbarian Group in Boston.

In this conversation, they discuss the end of branding. And I feel they are spot on. In the past branding has been in the hands of the brand, or agency in charge of developing the brand. Precise measurements and strategys would be used in a timeline to develop the brand in the way that these ‘brand managers’ seemed best fit.

Today, however, is no longer the case. Brands are in the hands of the consumer in almost every aspect. With the rise of social media — blogs, tweets, and other two way conversations, brands are no longer in control of what they are. In all reality, there is no way to control it. Brands are becoming what the consumer wants them to be, not the other way around. Brands, with the help of advertising, used to tell people what to buy and what to avoid. Today, people are telling the brands what to do — who to be.

Brands will always be around. But branding is quickly changing sides. Gone are the days of running boring focus groups with a hand full of people, when you have thousands of opinions for free online.