Brand management in flux

The field of branding is in flux, constantly changing. What this means is that what you do now may not be useful in future. I will start with six items that show how the changes are playing out, then go on to some tried and tested methods that are unlikely to change in the near to medium term.

This is valid for the first half of 2025.

Firstly, influencers have long been the darlings of brand managers. However recent trends have shown that the power of influencers and spend in the field are declining. A sober assessment of influencers points to short-term gains, suitable for launches. Influencers are notable for personal loyalty from the audience, not loyalty to the brand.

Secondly, social media platforms change. X (formerly Twitter) may be tainted by association with Elon Musk as a recent survey of brand leaders states. Tiktok, the new darling of social media, is under threat in the US market. Bluesky, the putative successor to Twitter, has not taken root or achieved critical mass.

Thirdly, as a result, audiences are fragmenting. One social media platform is no longer enough. This entails a duplication of effort and costs.

Fourth, the story brand methos helps businesses tell simple stories where the customer is the hero. But critics say it can be too simple, too formulaic, and doesn’t fit every brand. It may miss deeper strategy or emotional connection, and doesn’t always work well for complex products or brands that want to stand out.

Fifth, the net effect of the above is content saturation, in which the audience struggles to fix on one thing. This has led to content marketing in which content often outweighs the brand. That’s an expense.

Finally, SEO is a passive technique, that relies on customer’s propensity to search. Implementation is complicated by technical complexity.

All of this points to the need for brand managers to constantly scan the environment and respond accordingly. However by focusing on basic principles, the brand manager to be flexible and find incremental gains.

A branding narrative is the story a brand tells to connect with people. This story isn’t just about selling—it’s about building trust, loyalty, and meaning. Five big ideas help shape strong brand stories: psychology, sociology, firm-level economics, own audiences, and brand equity.

Psychology is about how people think and feel. Brands use psychology to understand what makes people trust, like, or remember them. For example, showing kindness, using simple messages, or creating a sense of safety helps people feel closer to a brand.

Sociology looks at how groups of people behave together. People often follow trends or care about what others think. A good brand story pays attention to what a group values—like being eco-friendly, fashionable, or community-focused—so it fits in and feels relevant.

Firm-level economics is about how a company runs and makes money. A strong brand story supports the business by helping it sell more or charge premium prices. For example, luxury brands use stories of quality and exclusivity to explain why their products cost more. Scrutinise all ideas for impact on profitability. If it doesn’t support the bottom line, it’s not worth doing.

Own audiences means knowing exactly who the brand is speaking to. Not every message works for everyone. A clear narrative is shaped around what a specific group of people needs, wants, and believes. Tailor media and outreach to specific audiences

Brand equity is the strength of the brand itself—how much people trust and recognize it. The stronger the story, the more valuable the brand becomes. Over time, a good narrative builds loyalty, meaning people choose the brand again and again. Invest in understanding your brand’s equity.

The main thing is to be flexible. The tools for brand managers are changing rapidly so there is no point is expecting tactics to endure, rather scan tactical options persistently and adapt as needed.