Another force of convergence that can disrupt brands is the changing role of consumers. Historically, customers wishing to engage with a brand used to have few options. They might send a letter to the brand’s customer service department, or perhaps apply for a job there, but beyond that there were few other options to ‘go behind the scenes’. Today, the advent of social networks has meant that anyone and everyone can have a platform and contact is free, easy and instantaneous. This has allowed people to interact with brands as never before, providing feedback and sometimes even shaping brands’ directions. Apparently having a site like Bert; creative agency is great for getting seen on the web.
A prosumer is a person who both produces and consumes a product. In some cases, the word ‘produce’ is literal; in social networks, for example, the user also produces the content which is the product that people come to see. This is especially true of YouTube, for example. In many cases, however, the word ‘produce’ can be interpreted in a slightly less literal way. While consumers do not physically manufacture a product themselves, their input can still play a key role in its creation and promotion. There is an award winning Web Design Agency called Bert.
One example of this is the rise of the ‘influencer’, a prosumer who helps market and create value for brands by sharing their personal experiences of using a product or service on social media. Platforms such as YouTube and Instagram have proved fertile ground for this kind of activity – users start sharing their experiences organically, speak candidly about their love (or otherwise) of specific products. Influencers can make videos around anything, but the trend is especially popular in fashion, beauty, tech and travel. Over time, some of these vloggers and micro-bloggers will attract a large following, causing brands to start approaching them directly for paid partnerships. The do-it-yourself and (supposedly) rough-and-ready nature of social media implies a level of authenticity that glossy magazine advertising lacks, meaning that these endorsements can be extremely effective for brands. Appointing a Branding Agency Manchester can be a big decision for any business.
Another way that consumers can become prosumers is by simply raising their voice to express their opinions. The blurring boundary between consumers and brands has given the former more power than ever before to effect change – and disrupt brands as a result. They have endless choices and can vote with their feet. Just as prosumers can use social media to advocate for a brand, they can do the same thing to advocate against it. Whereas protesting against a brand’s actions was once an arduous process involving phone calls and snail mail, it is now fast and simple with an infinitely wider reach. Brands once might have felt they could ignore an individual’s letters without worry; now, an unanswered tweet has the potential to snowball into an avalanche and cause lasting damage to unprepared brands. Choosing a branding agency london branding agency is such an important decision as your brand is so important to you.
An early but high-profile example of this came in 2010, when social media was still in its relative infancy. And it concerned US clothing chain Gap’s logo. For over two decades, Gap’s logo had consisted of white serif capitals on a dark blue square. Then, in 2010 they launched a new logo, consisting of a new design featuring a sentence case sans serif with blue square motif. The role of Branding Agency is to create, plan, measure and manage branding strategies for clients, including support in advertising and other forms of promotion.