Brands In A Blur

Influx Insights ponders the nature of brand churn today.

Is the rapidly increasing pace of information forcing us to cycle through brands and media faster? It’s hard to say exactly, but there are a couple of research studies suggesting this might be the case.
First media consumption. Lulu.com has done some great research into the shrinking lifecycle of best selling books. In the 1960s, fewer than three novels reached No. 1 position on the New York Times Bestseller List in an average year; last year, 23 did.
The second study relates directly to brands and comes from Y&R’s Brand Asset Valuator research on the Australian market.
The study suggested that consumers are more prepared than before to accept a “great offering” regardless of the company behind it. Brand values such as prestige, authenticity and tradition, were in decline, but greater importance was being placed on brands offering openness and participation.

The big question, of course, is what can brand managers and their agency helpers do, if anything, to slow the pace of churn. The author of the post quoted above says brands must continually reinvent themselves to stay current. I hear that, but if brands are always busy reinventing themselves, how will they find time to be true to themselves? And how will anyone know what a brand stands for?

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.

  • http://brandednewb.blogspot.com ken

    “brands must continually reinvent themselves”
    Is that oxymoronic to anyone else? With all the noise, the most important thing for established brands is to stay true. Brands don’t have to reinvent themselves, they just need to continually remind consumers of their value proposition; sometimes requiring fresh approaches. For example, I admire what GM’s been doing in the new media space (unfortunately, they have quite a bit of other baggage).
    Reinventing yourself is tantamount to starting from scratch and ultimately self-destructive. Anyone heard a peep from HP lately?

  • http://www.influxinsights.com edward cotton

    Ken,
    Sorry, I wrote the oxymornic statement and it’s a shame you picked GM as an example. Jumping on a media trend will not save that company.
    Re-invention will, just look at what they are trying to do with Saturn. The original “value proposition” is no longer relevant, so they need something else. Look for Saturn to re-emerge as a “European” brand, very different from where it started.
    Re-invent is Apple moving into music when it was not its core competency, a radical move for a personal computer brand.
    By the way- HP is fighting its way back in the PC space with lots of new ideas and is taking share from Dell.
    Ed