Processes associated with branding intends to build up a critical and differentiated approach to clients. The information era and technology have greatly enhanced all business activities. Companies can easily promote their brands and sell products better than ever.
Having instant access to goods and services have shaped branding to more direct approach. However, consumers no longer have the same emotional connection with brands and their loyalty programs.
The question is, are brands more or less useful to consumers?
According to Forbes article, brand shifting have increased to vast extent. “Two thirds of consumers surveyed said that the number of companies or brands they consider when making purchase decisions has increased significantly compared with 10 years ago” (Kusek). Which means, customers don’t stay with brands as they used to, they want instant solution to their need. For example online papers writing services like Gpalabs. We can say that Internet technology have increased the supply of goods and services. Products are available from vast number of brands, that don’t manage themselves so much but focus on the individual consumer with tailor-made goods and services and deliver faster than ever.
Before the Internet, marketing was focusing to the consumers, products, markets. However with the rise of Internet services, every consumer needs to be treated individually, from the concept 1-for-All, businesses need to change their approach to 1-on-1 processes, treating every consumer individually in order to keep loyalty on high level. It is important to focus on selling the product or trying to solve a need with directly engaging with consumers. Brands should communicate fully and actively in order to provide solutions for individual needs.
If you don’t provide what they expect, you will find the consumer’s review on the internet and it won’t be positive (Llopis). Branding has become less useful to consumers, as they have everything on their reach and their opinion is strong, they want what they need and they want it now, not like before, when people took what the market had to offer. Consumers are unforgiving to businesses that wants to sell an image, but not providing solution for the need.
