In this Expert Insight Interview, Whitney Vosburgh discusses the evolution and changing nature of branding, what the future holds for this area of marketing, how to create a strong brand, and what constitutes strong brand attributes. Whitney Vosburgh is the founder and CEO of Brand-New Purpose and a branding expert.
This Expert Insight Interview discusses:
- The evolution of brand and branding
- Why the top-down, push-out model is no longer working
- The elusive nature of people’s expectations
Evolution of Branding
Branding has evolved a lot over the last few years, but the people’s perception of it does not seem to have evolved at the same pace. One thing that has never changed is that a brand is not what the owner says it is; it is what others say about a brand that is true.
It is a continuous ongoing emotional relationship between the brand and its user/customer. This relationship spans from a dynamic, ever-changing perception of the brand/organization.
Branding Is the Opposite of What It Used to Be
What has …