The second edition of Aaker on Branding reflects on how branding has changed in the past 11 years. Although the fundamentals remain the same, three challenges have been magnified: hyper-dynamic strategic environments, hostile communication contexts, and short-termism.
Disruptive innovation is more frequent, fast, and impactful due to the digital revolution. The challenge is to move branding from a tactical afterthought to a central part of the strategy team, creating barriers and positioning the brand to win. Brands need to create self-expressive benefits and break through the hostile communication context.
The third challenge is short-termism, appealing to immediate sales and profits. The solution is to show that creative brand-building can deliver short-term results and develop on-brand programs. This article is based on the 2nd edition of Aaker on Branding and includes additional resources on brand strategy.
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Three Modern Branding Challenges: Market Hyper-Dynamics, Breaking Through, Short-Termism
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