Brands are having to evolve – and quickly – according to Professor Jonathan AJ Wilson.
And, in his latest article for the Journal of Marketing Management, Professor Wilson has some ideas on how they should do it.
The paper, written almost entirely in spoken word-style poetry as a tribute to African-American, Latino and Caribbean-origin hip-hop, examines strategies for how brands can evolve, express their identity and reach wider, more diverse audiences.
‘Branding, through image, identity, personality, and slogans, aims to produce attractive and memorable meaning,’ Dr Wilson writes in the paper’s abstract. Brands must wield image to succeed in the modern business landscape – and steep their identities in popular culture and relevance.