For many years, advertising agencies have claimed that a brand should “tell a story.” In other words, bring us a fat production and advertising budget so we can invest it in a movie full of dancers that will help us tell the story of the brand.
Once a brand learned my needs; they listened to me and delivered a personal value at the right time, with a unique and tempting sales offer – mission completed.
In terms of targeting – listening – relationship – value, there is no need for any advertisement whistles and bells.
A value-based brand building is not new and certainly not farfetched: Notice how Google built their brand, and how Facebook did it. All the smarter digital players built their brands by providing clear and continuous value without investing in grandiose marketing campaigns.
This is the main feature of the new branding world – a world in which brands need to characterize, define and locate an accurate target audience, one that is willing to listen to what the brand has to say and mainly what it has to give.