Devolution and the brand - is traditional branding an idea past its sell-by date?

Mary Goodyear

The author observes a profound sea-change in the way people are perceiving brands. Consumers are happy to talk about brands in group discussions and `play the game', but there is a mismatch between this and what they actually do.

Devolution and the brand

- is traditional branding an idea past its sell-by date?

Mary Goodyear
This important and controversial short essay will strike a disturbingly familiar note for anyone involved with brands or the principles of branding in the current damp consumer marketing climate. The author observes a profound sea-change in the way people are perceiving brands. The fragmentation of brand communications may be one factor; another, the reinterpretation of brand values by more streetwise consumers who 'can tell you all about Father Christmas, but no longer believe in him'. The basic call brand (as distinct...

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