Building Brand Identity
in the New Economy

An integrated brand identity — which starts with name, logo, slogan — must distill the brand promise in a unique and memorable way. Delivering on the promise — "brand as experience" — then becomes the key to building trust and long-term brand equity.

By Amy Campbell | Download this article

A Branding Strategy Discussion

Intro: New business models, new channels of distribution, the fragmentation of mass media and mass markets, deregulated industries and converging markets — some observers believe these market phenomena will spell the end of branding as we know it. As the information age enters puberty, the growing pains are beginning to be felt as purchasing power is shifting to the consumer creating “reverse markets.”1 Many once-comfortable, rock-solid brands and business models are at risk in the new economy as customer-centric brands and business models threaten to eclipse product-centric ones. Many old familiar brand names will endure, others may not. It is unlikely that Morton Salt (with its unmatched consistency in name, symbol and slogan) will loose out to a Lycos Salt. But brands in dynamic markets such as Fleet Bank, Merrill Lynch, or Prudential, may very well be run over by the likes of my Yahoo! check writer, my Yahoo! stock trader, and my Yahoo! insurer.

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