This essay argues that in order to survive in the digital era brand must become pragmatically political. This follows massive cultural change which has followed the rise of digital communications and hurt the global middle classes. These groups of consumers are finding their jobs under threat and consuming power squashed, leading to changes in shopping behaviour and priorities. In order to survive brands should assume a social role that helps to protect the ability of consumers to keep buying their products. There are four ways in which brands can react to a reduction in consumer purchasing power: embrace communities, invest in customers, encourage better decisions and emphasise sustainability.
Download the full essay here: Growing brands in the digital age
Charlie Ebdy, Strategy Director, Vizeum
This article was originally published in AdMap as part of the publication’s essay writing competition where it was highly commended.