Future of Branding

Moore’s new book about brandalism is kind of inspiring in the same way Cotton’s Planning For Good is inspiring. There is a real desire for advertising to change for the better.

As a brand strategist I like to be challenged about how I’m contributing to my culture. Moore challenges me to understand what I’m doing and although she wouldn’t agree, there is certainly a middle of the road compromise that can allow for the sale of goods without manipulating the consumer. This includes a two way street that allows art and advertising to contribute positively to culture.

Is the future of branding about driving profits and manipulating a consumer by bluring the line between product and culture? Elizabeth Anne Moore spoke last week in Boston about her book which described the impact that advertising has on our culture. She raised questions about emotional branding and marking concepts like love marking.

Moore really gets her boxers in a bunch when she describes the destructive impact of Kevin Robert's Lovemarks, a term to essentially refers to branding through emotional manipulation. Consumers are driven to purchase a product because of what they think it stands for; not because it is a product they need. Her argument challenges advertisers to be authentic and act with integrity – it’s too extreme, even from an advertising perspective.

We value DIY; forefathers like Ian of Dischord records. Dischord was a revolutionary record label that pushed us culturally and made us realize that there are alternatives to selling out. Our generation is stuck between the extremes of selling out and dumpster diving. We’re charged with manufacturing our own culture now and determining to what extent we embrace various marketing techniques.

If bad advertising is about pushing a product that people don't really need then how can marketing shift to have a more positive influence on society. Maybe it's about operating with transparency to create trust and destroy the manipulative and deceptive side of advertising. Is it about advertisers promoting culture or being a part of society without trying push their believes on us. Maybe it's about embracing subtlety, about being who you are and letting people recognize they're interested in you. Or maybe it's just about embracing your own inner dumpster diver.