To discuss the future of branding and point out ways for companies in their decision-making in relation to contemporary consumers, brand and experience consultancy Gad presents the 5th edition of Gad’ Insights 2024: a proprietary study conducted annually by the consultancy that analyzes the behavior of brands over the last year and brings this analysis summarized in ten great insights.
Entitled “A Age of Overbranding “, the report discusses how technological advances empower the end consumer and generate ultra-personalized experiences.It also points out what the boundaries of public and private are in building a healthy relationship between brands and people.
Gad Insights, since its first edition in 2020, has presented important reflections and preliminary recommendations for the market.In the last five years, it has served as a compass to point out the constant social, economic, technological and human transformations, and the rapid changes of route in various segments, always based on new concepts and global cases that exemplify each insight.
The report has already delved into concepts such as the “novo normal”, which emerged during the Covid pandemic; it went through a new Zeitgeist (spirit of the time), in the 2022 study, based on polarization, storydoing and brand reputation; until discussing the relationship of the “smartes and the hypermedia, multichannel and permanently connected public in the 2023 report.
In this 5th edition of Gad Insights, the strategy team of the consultancy deepened in the phenomenon of “Overbranding”, a movement that reflects the growing “branding of the world”. In this scenario, brands, driven by technological advances, seek to expand their presence in all aspects of everyday life, from public space with the phenomenon of “ Rights”, through moments of leisure and disconnection.
The research analyzes how these changes impact the relationship between brands and consumers, questioning the limits and challenges of branding in an increasingly suspicious and questioning world. It also delves into how society deals with technological advancement, especially with Artificial Intelligence (AI), and how it affects the perception of brands. The report also delves into themes of culture and sports, such as the “K-pop” and the “World of bets”.
“O overbranding’ puts branding on the couch. In this context, Gad’ Insights 2024 aims to provoke deep reflections on the future of branding, encouraging a more conscious and sustainable approach to brand building. The study proposes new ways for businesses to become ̄s ̄s ̄s ̄ and NOT ̄s 'invaders,”, comments Luciano Deos, CEO of Gad.
The study concludes that overexposure can lead to three major consequences. First, brands themselves risk losing their identity by spreading in excess. Second, consumers are increasingly overwhelmed, constantly bombarded by stimuli and invitations to interact with brands.
“We are at a crucial moment for brands.We need to understand the limits of branding and build more genuine and sustainable connections with our audiences.Overuse can often be the biggest enemy of a” brand, concludes Luciano Deos.
The following are the titles of the insights illustrating this content.The full material is available on the Gad website. Link: Link: https://www.gad.com.br/insights-2024/
- Naming rights or wrongs?
- On earth, in heaven, in the air
- Share Privacy
- Shoppertainment
- Stretch stretch
- The K-pop phenomenon
- The world's from the bets
- Hyperstimulation
- Kids Branding
- Athlete Branding
