People Made Brands

In the changing world the brand development priorities are also shifted. Up till recently the world’s most successful brands where the classical transaction brands. They have built themselves over many years with mass communication and with the brand tightly related to the product. It was fine then, but now the world is different; it is more challenging, more diverse, much more filled with different lifestyles as it is changing much quicker. And of course, media is everywhere, media is everyone. The relationships brands are the ones who can manage this diversity with success. They have built themselves successfully during less time by focusing on the relationship with their clients and other stakeholders. They think involvement. To become a relationship brand is to get in a state of mind where you interact with your clients, not only the marketing department but the whole company is involved. You think empowerment, development, communication, innovation, public relations, etc. And you just don’t think; you act. Constantly. Strong brands are more focused on common humanistic values and relations then artificial means. Since now people in organisation become as important as finance, tools, business models, and even more influential for building strong mutually beneficial relations with brand stockholders. Today brand shape is more about people in organisation building the brand then logos or commercials. The brand now determines who is going to be your colleagues. And that is the other «side-of-the-moon» for the employer’s brand.