Brand identity is critical in influencing opinion, maintaining solid engagement with a selected audience, and retaining awareness in the marketplace. What was once an easy objective – get people to like you and have a brand advocate for life – has become far more challenging in the age of social, digital and mobile technology. Brands must now connect with their audience visually as well as emotionally to garner brand loyalty. Brands are now being forced to tackle the big issues, turn obnoxious customer reviews into a strategic play and sometimes rebrand completely as a way to stay fresh with younger generations.
In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary —we take a look at what some brands are doing to remain relevant and the creative strategy they’ve employed to reach new audiences. We look at the concept of brand loyalty and explore the challenges brands face to remain in good graces with consumers.