Evolution of Brands
It is critically important for brands to listen to the communities they serve and keep their messaging relevant to changing audiences and changing times. Listening was a key theme for multi-disciplinary creative Victoria Tang-Owen, who sat down with Lee Williamson, executive director, Specialist Publications, SCMP.
“You need to listen to your audience and pivot to what you hear”, Tang-Owen said. “Brands can come to a point when they’re not moving. That’s when you need to change. Building brands is not a sprint, it’s a marathon, and consistency is the key”.
Williamson summed up: “You are not trying to say 100 different things, you are trying to say one thing in 100 different ways. It takes stories that people can connect to, delivered in ways that are relevant to their lives and desires. Resilient brands understand this.”
