Page 65 - The EDIT | Q3 2017

Thoughtleader
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In a Merged world, brands are still relevant. The role of the brand doesn’t change all that drastically. Brands are still a set of associations linked with a product to give that product distinctiveness. The shi will be that the brand is a key communication identi er between humans and machines.
We will soon see a breakdown of the segmentation funnel — lower funnel choices will belong to machines and upper funnel choices will belong
to humans. Branding must operate on a more reputational level — and this is driven by all the provocations stated above. When machines are deciding which brand of soap to buy, they are motivated by price, ratings, and reviews. I on the other hand, will rely on trust and quality assurance. When brands connect with me on an emotional level, I can still control how and when to buy the brand that I like. Humans are still the drivers here.
Within the purchase decision-making process (see chart: Relationship between brand market share
growth and salience growth) will be jettisoned to machines while equity will remain the domain of humans. Therefore, we will need to have a multi- layer approach to targeting.
Simply put, go broad for salience and share, go deep for equity. This debate is far from over and the rate of change of technology will not abate. Watch this space!
Priya Jean Alexander PHD Singapore
THE EDIT ISSUE 7 | Q3 2017