These four companies manifest their brands in a way that is indistinguishable from their products or business activities. We are seeing a shift in what it means to be a brand and how to build your brand. From about 2007 or 2008 -- alongside the rise of social media as a mainstream technology -- we cultivated a mindset around building our personal brands (where the winners were the ones shouting the loudest). This in turn led us to reimagine business brands where the focus was on humanizing those brands. Brands evolved beyond the words and visuals to describe them and manifested more as “what we do, is our brand.” In recent times, this evolution has continued as brand building has focused on greater authenticity, transparency and empathy. This evolution has been inspired by consumers who have become more demanding of the businesses that supply them of products and services. Gone are the days where branding was considered a marketing activity purely for the benefit of th
BUSINESS RESEARCH | BRANDING | ANALYSIS