So much has changed in our society since the advent of smartphones and social media. They’ve irrevocably altered how we interact with those around us and with the world at large. Every industry has had to undergo a metamorphosis, especially brand marketing (and I would know a thing or two about that).

The path in brand marketing used to be pretty linear. You had billboards and print…and that was mostly it. You also had only major brands. Then, you’d align yourself with influencers, attend events, and get that coveted billboard. However, that’s all changed significantly over the years.

Let’s face it: we live in a time when information is instantaneous. We get to know everything that’s happening – everywhere and all at once. Plus, we constantly have screens in our faces, from laptops to phones to computers. I’ve got my face in front of a screen right now.

With that avalanche of information comes all the different media we’re exposed to. It only makes sense that brand marketing must evolve to accommodate the new types of media we have.

Additionally, a brand must be in tune with what’s in the zeitgeist on a pop culture level. It’s essential to have an eye for trends and current events. It’s perhaps even more crucial to be mindful of how you align with specific cultural viewpoints and articulate your opinions/perspective on what’s happening in our society.

Since things aren’t so straightforward anymore, brand marketing had to adapt to be nonlinear. For example, you’d still partner with an influencer. However, you’d also run campaigns and social media collaborations while doing print ads and events. It’s a whole network happening at the same time.

So, as you develop your brand, it’s important to remember that you have to keep up with the times. Things aren’t quite as simple as they used to be. That said, it’s all about moving forward. Who wants to stay in the past when the future has all the possibilities?

Sociology of Branding: How Marketing Has Evolved