I’ve been thinking about branding. As most of us are aware brands seem exceptionally important to the millennial generation. I found a great post on “the next great generation” a brand new website which focuses specifically on this issue. The post points out that brands are a way of life to this generation and they have certain expectations. It reads a bit like a social media manifesto.

To summarize they argue that if community is not created by a brand they will create it. This generation expect truth and a respect for privacy. Brands define the groups that they belong to. Most interesting is the comments which certainly seem to reflect the sentiments expressed by the bloggers. Is it the turn of the audience to start telling marketers what they expect? Certainly this could turn into a valuable source of information for anyone who wants to understand and market to this group.

Although maybe what they are picking up on is not just specific to just that generation. For instance one blogger on the site talks about brands as a “thing to do” i.e. lets go to IKEA or Target even though they have no specific need. Now she mentions it I realise that my friends do that too. I don’t think we would have done that ten years ago.

I was in a café the other day in a small town in the UK with a spaniard from Madrid. She noticed a man across the room who she said had to be from Madrid. Then she listed four or five brands he was wearing. She got talking to him later and found that she was right. Several of my companions were surprised. I was not. I know from psychology background that humans are very good at picking up tiny hints about group membership.

Branding is very culture specific. You notice this very clearly when you are travelling. Suddenly the brands no longer speak to you. Walking into a chemist in Spain for me is a real shock. For some reason pharamaceutical branding has not happened there the way it has in the UK and US. All the drugs are delivered in plain cardboard boxes – the lack of familiar branding makes the experience irrationally uncomfortable … I know these are the same products they just don’t feel right.

So I guess my thoughts lead me to decide that branding works and we all use them, whatever our generation,  in many ways in our everyday life. Companies are right to focus on brands as a way to market their products and try to build both brand reputation and awareness. They would do well to listen to the next generation … I think they are putting a voice to what we have all felt for years. They have the social tools and enthusiasm to take action!