Developing your brand and highlighting your organization have never been cheaper, yet never more difficult.
The rise in online marketing has been a boon for startups looking to make a splash amongst young consumers. Plenty of marketers salivate over the term “disrupt” with an eye to dislodging manufacturing juggernauts.
For brands that used to enjoy marketplace dominance, keeping their hold on their market share has become more tenuous. Some consumers even report not being a “brand person.”
Think about the last time you went to the supermarket. You probably spent no more than a few seconds choosing from all the different brands of toothpaste, frozen peas or oatmeal.
Those few seconds used to be the Holy Grail for brands, the moment you would get hooked forever on that Tide detergent or Heinz ketchup — an event referred to as “the first moment of truth.” But lately, the moment of truth has moved to the Internet. What’s more, ripples from the 2008 recession have changed us as shoppers.
More and more people have started saying: “I’m not a brand person.”
Those five fateful words come from Juliet McFadden, 23, an office manager in Boston. For consumer brands used to owning American cupboards and closets — that sentiment spells trouble and signals a turning point: evolve or wither.
The changes have already hit some legacy brands.
Some of these names remain longtime favorites among loyal older shoppers. In a 2018 Morning Consult poll, Procter &