consumer brand—Under Armour. Note: it will be off next year’s list.
Creative execs at ad agencies and brand managers at consumer firms
may soon “decide to spend more time with their families.” The sun has
passed midday on the brand era.
Findings from the 10th Annual Time Inc./YouGov Survey of Affluence and Wealth, April 2015.
Brands are shorthand for a set of associations that consumers use
for guidance toward the right product. Consumer packaged goods
(CPG) brands like Tide and Coke have spent billions and decades
building brand via messaging, packaging, store placement, price, and
merchandizing efforts. But when shopping habits migrate online, the
design and feel of a product matter much less. There is no visual
merchandising, no endcaps with carefully displayed products.
Voice even further circumvents attributes that brands have spent
generations and billions to build. With voice, consumers don’t know