To discuss the future of branding and outline paths for companies in their decision-making regarding contemporary consumers, the brand and experience consultancy Gad presents the 5th edition of Gad' Insights 2024: a proprietary study conducted annually by the consultancy that analyzes brand behavior over the past year and summarizes this analysis in ten major insights
Titled "The Era of Overbranding", the report discusses how technological advancements empower the end consumer and create ultra-personalized experiences. It also points out what the boundaries of public and private are in building a healthy relationship between brands and people
The Gad Insights, since its first edition, in 2020, has presented important reflections and preliminary recommendations for the market. In the last five years, served as a compass to point out the constant social transformations, economic, technological and human, and the rapid changes in direction across various sectors, always based on new concepts and global cases that exemplify each insight
The report has already delved into concepts such as the "new normal", bloomed during the Covid pandemic; went through a new Zeitgeist, in the 2022 study, based on polarization, no storydoing and brand reputation; until discussing the relationship between "smart brands" and the hypermediatic audience, multichannel and permanently connected in the 2023 report
In this 5th edition of Gad Insights, the strategy team of the consultancy delved into the phenomenon of "Overbranding", a movement that reflects the growing "branding of the world". In this scenario, the brands, driven by technological advancements, they seek to expand their presence in all aspects of daily life, from public space with the phenomenon of "Naming Rights" to the privacy of the home, going 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 distrustful and questioning world. It also delves into how society deals with technological advancement, especially with Artificial Intelligence (AI), and how this affects brand perception. The report also delves into themes of culture and sports, how the "K-pop Phenomenon" and the "World of bets"
"Overbranding puts branding on the couch". In this context, Gad' Insights 2024 will 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 'guests' in consumers' lives, instead of 'invaders', comment Luciano Deos, CEO of Gad
The study concludes that hyperexposure can lead to three major consequences. First, brands themselves risk losing their identity by spreading too much. Second, consumers are increasingly overwhelmed, being constantly bombarded by stimuli and invitations to interact with brands. AND, finally, society as a whole is impacted, with public spaces and community experiences increasingly mediated by 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. The excess, many times, can be a brand's biggest enemy, concludes Luciano Deos
Next, check the titles of the insights that illustrate this content. The complete material is available on the Gad website. Link: Linkhttps://www.gad.com.br/insights-2024/
- Naming rights or wrongs
- On earth, in the sky, in the air
- Share of Privacy
- Shoppertainmment
- Stretch stretch stretch
- The K-pop phenomenon
- The world belongs to bets
- Hyperstimulation
- Kids Branding
- Athlete Branding
