Back in 2002 when my design agency of the time re-branded as Bryt, ownership of a short, sharp, fabulous brand name with a matching domain was very much de rigueur.
Major advertising and design groups were merging and the super-global agencies were growing at an extraordinary rate with their focus on Asia and the Far East for their newest acquisitions. This saw individual agency names disappear to be replaced by the monolithic brand of their new parent suffixed with the country name.
At the other end of the scale, small independents were striving for profile through costly conventional media and PR and by getting to grips with the power of web search, helped by short and distinctive URL’s.
Then in 2004 a new phenomenon was to join the fray in the form of Facebook and social media was born.
Today, the digital touchpoints for any brand have never been greater: both organic and paid search, Facebook, Twitter, Pinterest, Instagram amongst others – all of which provide a gateway to a vast audience and an opportunity to forge a relationship with their followers.
Managing social media interaction is now a discipline in its own right with many brand owners investing in dedicated personnel or using specialist agencies to provide an outsourced service.
And with on-line shopping well-established in people’s behaviour, google follows our every move, presenting us with ads for recently searched products and brands at every opportunity.
All this is well and good but there are some indictors which suggest we’re starting to reach digital overload.
Our email and messaging inboxes are being constantly bombarded by numerous entities, both commercial and non-commercial and we’re becoming increasingy likely to discard the vast number of communications without even reading them. Why is this?
There are a couple of theories here. The first is a backlash against always on, always available technology which is capable of interrupting us constantly in our daily lives. And there are some staggering statistics too. For example, if we break off from a complex task to view and respond to an email, it takes 10 minutes for us to refocus to the same level of concentration that we had prior to being distracted. No wonder many businesses are limiting ‘email on’ times to just certain hours of the day.
The other is lack of engagement and relevance. As we become increasingly targeted with communications from brands with which we have created a ‘relationship’ by chance, we seek out only those brands which we value, brands which are not only relevant to us but brands for whom we are prepared to commit the most precious of commodities, our time.
Today, brands have to work harder than ever to earn the right to someone’s time. Time to consider what’s on offer, how the product or service is better or more suited to their needs and indeed more relevant to them.
In recent years my expertise has been increasingly well-used to deliver brand innovation and to attract audience time for my clients.
Brand Clock® is a distinctive brand name with relevance, reflecting the commitment I make to delivering, precise, innovative, engaging, 360 degree thinking and solutions of the very highest standard.
For more information about how I help my clients launch new products take a look at Food Brand Strategist.
And take a look at BoomBod as an example of my work.
If you’d like to explore how I can help you create a fabulous brand name, ping me an email so we can schedule a call.
Call: +44 (0) 207 205 2998 or email today for an initial chat.
Last Updated on 17/03/2023 by Eddie Stableford
