2015-08-07 Andrius Grigorjevas

New rules of Marketing and Branding: d.brands vs t.brands

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.

And this is what I came up with – possible clashes between the new and the old branding/marketing paradigms. Take a look at what the future might possibly bring:


communication field and its problems never cease to amaze me - the truly brilliant thing is that there are no final answers. I don't understand anything, but I guess nobody does (there just a moderate degree of success in pretending that they do). If you have challenges, questions, topics, themes or projects - contact me and maybe we can crack them together. Andrius