Somewhere in the mid 90s, the Thing was Employee Brand Engagement. Somewhere in the 00s, the Thing became Purpose. So, should there come a time post-Purpose, what will be the next Thing for the branding industry? The Thing that kick-starts a new wave of recruitment (and even branded departments in the consultancies) and the Thing that sparks endless debate and unresolved tension? The Thing that clients want to buy a bit of and we invest in delivering with some kind of nuance and angle that all the other agencies/consultants don’t offer. (Spoiler – there normally isn’t much of one).
No idea. I wonder if it might be some new wave thinking that centres around authenticity and truth? Brands responding to and taking a lead in this age of post-truth cobblers that society seems to find itself in?
Here’s a poll anyway, to see what you think…..email me ideas, or you can find me @SuzannaJackson1 on Twitter.
What’s the next gen Big Thing for branding?
More Purpose stuff. Not yet nailed apparently
Something around brands as a source of Authenticity
Some other belter (feel free to send your thoughts….)
Please God let it not require Content…