The Future of Branding

When it comes to the future of branding, change is the only constant. Branding is a beast that never sleeps, whose standards and codes keep evolving. As a visual communication agency, it is our duty to stay in touch with this perpetual evolution.

It goes without saying that this is an incredibly devious challenge to take on given the current marketing landscape. Almost daily shaken by new trends to be assimilated, from the uninterrupted flow of information invading new media. But also raising technology, to be monitored and possibly integrated, and an extraordinarily short general capture capacity imposing insane recycling times in the world of branding.

With all of these variables, it is particularly easy to lose track of events. It is therefore wise to frequently reflect together to study what the future may hold in store for you. Here is a synthetic projection of branding in the years to come. Beyond focusing on techniques and methods, you will essentially have to review your philosophical approach to branding. Remember that this is a non-exhaustive list, designed to motivate you to be proactive and stay up to date with the ever-changing demands of branding. Remember to conduct your own research frequently.

Let's start...

The Branding As a Form Of Activism

We live in a time of political and cultural upheaval. This doesn't mean that companies will stop trying to sell you things. It would even be quite the opposite: they will take advantage of this agitation to integrate social activism and capture your attention. Design will obviously play a major role in this process. It will reflect the fact that brands need to start adding their voices to chants of protest. For Melanie McShane, Chief Strategy Officer at Wolff Olins in New York City, activism is a business imperative.

“With the rise of political authoritarianism, brands will be faced with fundamental choices,” she explains. “They will have to either take a stand on issues that bother them and their users, risking the wrath of politicians and their cronies. Or shut up and become its implicit accomplice."

The public is now repelled by lies and other false truths coming from recognized institutions. Brands will absolutely have to adapt and change their strategy based on a new top priority: instilling confidence. Honesty should (finally) be the key word in branding.

The Future of Branding: De-Branding

We do not just talk about out De-brand visually packaging or store to just seem cooler. Minimalism is all well and good, but what we want is to take you much further. After years of outrageous advertising, the company is on the verge of reaching a tipping point in its spending habits. We've been saturated with absurd branding messages for decades. We were literally stunned with tactical marketing campaigns the sole purpose of which was to titillate our wallets… In the eyes of the public today, branding is only a tool used to drive mass consumers into bondage. It's time for branding to make sense! Take a step back and let the product express itself.

"It's no longer the brand that shouts the loudest that generates the most attention, if not the one that offers something decidedly useful." - Jasmine De Bruycker for basedesign.com

Familiarize Yourself with New Techniques and Platforms

The digital and social media revolution is now behind us. Now that it is fully integrated into every society, we can now focus on the following. Here are some technological avenues that could soon take over among the new trends in branding:

Virtual Reality

It is difficult to predict what VR applications in marketing will look like after the current innovation gadget phase that we are still going through. But there is absolutely no doubt that the fun and immersive 360 ° platform opens up a huge field of opportunities. Especially for salespeople around the world once it has established itself better in the markets.

Artificial intelligence AI is invading the world of marketing. This as brands fined practical uses for artificial intelligence and cognitive machines learn on the job. Personal assistants like Siri and Alexa can simplify some aspects of our lives. But AI can streamline part of the marketing process. For example, retailer American Eagle has collaborated with chat bot developer Pandora bots. Their creation is an artificially intelligent bot that discusses their purchases and desires in lingerie with consumers. This is done via the Kik messaging platform, conveying the brand's personality directly to the consumer. Artificial intelligence is constantly pushing the boundaries of what is possible. And in the realm of the future of branding, automated chat solutions are just the beginning. Stay tuned.