In this Expert Insight Interview, Kyle Duford discusses brand and branding. Kyle Duford is the Agency Director of The Brand Leader.
This Expert Insight Interview discusses:
- How branding has changed over the last couple of decades
- The various customer touchpoints and the evolution of branding through the pandemic
- Focusing on internal branding first
Evolution of Branding
People talk about branding in different ways, and they all interpret it differently. Still, if you think about it, branding is just an emotional connection between the business, service, or product with its audience.
Even pre-pandemic, we could see changes in how people were perceiving and approaching branding. Fifteen to twenty years ago, brands’ relationships with their audiences were predicated on physical contacts, such as meeting people in retail stores and talking to them face-to-face. Nowadays, the world is so digital that we’re already evolving into this relationship with the brand in its digital manifestation.
Touchpoints
We still have the touchpoints between …