In this episode of Connecting The Dots we walk through how the emphasis of branding, marketing and advertising has changed over the last 100 years, and how we can take advantage of this change to create a awesome strategy for 2022 and beyond.

There are thousands of new products and services entering the market every year. Modern technology has changed the way we market and has provided new products and services with endless opportunities for advertising. These new opportunities for advertising are no longer restricted to our tv, radios, and billboards. Ads have now infiltrated all aspects of our lives, resulting in a constant barrage of advertising in everything from the games we play, the music we listen to, the movies we watch and even when communicating with friends and family.

As the number of advertising opportunities has increased, the cost of advertising has decreased in many areas. A decrease in the costs has brought an increase in the number of competing companies. The need to be effective at branding, marketing and advertising to match the competitive environment of the modern day market has never been more apparent. For our products and services to succeed we must utilise strong marketing principles and understand how the marketing environment has, and in what direction it will continue, to change.

Over the last hundred years we have seen an increase in branding, marketing and advertising complexity. Growing competition creates an environment that rewards a company that specialises and differentiates itself. Brands that find whitespace are able to be first in the mind of the customer and set themselves up for success early before the competition arrives.

This is reflected in how companies have been marketing themselves, and how the emphasis continues to adapt from a product focused analytical approach to a customer focused empathetic approach. How we position ourselves externally has evolved from “what it has”, to “what it does”, to “what you’ll feel”, to “who you are”. [Marty Neumeier - The Brand Gap]

Brand and Marketing Consulting.

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