Brand Evolution - How Brands Have Evolved

This is a teaser from a longer more detailed presentation

Brand (with a capital B) has now become wonky.

It doesn’t fit in the brand guidelines-driven box it once did. It evovle over time.

We have seen Brand change and evolve since 2010 (thanks to Marketing channels and platforms), and many believe Brand will look and act a certain way. 

The smartest brands will know they have to morph and have flexible guardrails to win, not rely the harshest brand guidelines. Winners in the new media and AI era will be the Brands that understand elastic brands win

This is how the modern brand will need to work

Traditional brands will struggle to adapt; it's always been this way, but guidelines and guardrails will become increasingly critical in the new media and AI era.

Knowing when to allow more flex will be the difference for many businesses, especially traditional who’s default is control all narratives for shareholder value, to startups that don’t have any brand and post anything unhinged to get any brand dopamine kicks across social.