SEMIOFEST is an annual marketing semiotics conference that unites scholars and practicing semioticians from all over the world. The most recent one took place on June 1-4 in Tallinn, Estonia.
The brand and no-brand discussion has a long history, but most probably the most prominent point was the publishing of the NO LOGO book by Naomi Klein where she argued that over-branding leads to negative consequences, such as the invasion of public and cultural spaces and cultural values being driven or even created by sales motives.
That was a strong point, but the irony was not lost when the NO LOGO became “a sort of logo” for the anti-brand movement and the book with its ideas created something close to a brand. So I guess, this just proved the point that branding is an inevitably natural phenomenon.
Brand stories and product stories
We tend to think of storytelling as a concept that primarily resolves around the brand. We build stories around brands, around the brand missions that we have, around consumers that those brands are tailored for. But what we forget is that our products, innovations, sku’s and upgrades also (possibly) have stories behind them or stories that resolve around them.
My colleague Tomas showed me an interesting case published in Adage. It was about the personalized ads being served to users based on the type of predefined segment they belonged to.
My post is in direct reference to the case in Adage. The article subheadline that caught my attention went like this: “Brazilian Programmatic Creative Campaign Takes Customization To New Level”. If you haven’t seen the video clips, be sure to go through the Adage article before reading on.
I know that right now everyone is cracking jokes about the introduction of Alphabet. And yes, I admit, it is a bit funny. But I think, that it would be a mistake not to look more closely at the event of this size – more specifically at the document that introduced it.
Only after working a long time on brand research data sets in IDEA GROUP, a very simple thing dawned on me – the traditional brands are gradually being replaced by digital brands. The other thing – consumer priorities. It is as if consumers are expecting the same things from traditional brands (let’s take FMCG as a reference point) they would normally expect from digital brands like “Google” or “Microsoft” or just the app brand they use for chatting. So I tried this thought exercise and pushed dichotomy between the traditional and digital brands a bit further.