BRAND EVOLUTION
Generational appeal
Sheshaya Surtani
Q: In an increasingly competitive landscape, branding is often viewed as a strategic asset rather than a creative function. How would you define its role today?
A: Branding is directly connected to customer experience, culture and corporate strategy. In the face of increasing competition, it is no longer simply about how a company looks and sounds, but how it behaves and delivers value.
A brand plays a defining role in shaping a company’s identity. From product development to customer service, it acts as a unifying force for interdepartmental decision making.
Established organisations must focus on brand evolution and modernisation, to create differentiation and appeal to younger audiences. Companies should challenge themselves to be innovative in product packaging with vibrant and attractive concepts that appeal specifically to Generations Z and Alpha.
Furthermore, customers today expect transparency and authenticity in their brand engagement. Customer feedback is at the heart of strategic decision making and future brand development.
Overall, branding is a strategic foundation that shapes customer perceptions, supports continued growth and strengthens long-term recall.
Q: At a time when businesses are navigating geopolitical stressors and shifting market dynamics, to what extent can a strong brand act as a stabilising force?
A: Brand credibility enables an organisation to respond consistently while maintaining customer trust during periods of uncertainty.
During volatile periods, both internal and external stakeholders look for signs of reliability. A strong brand anchors perceptions and reduces the perceived risk of engagement, even amid unsettled external conditions.
Q: Trust has emerged as a defining currency in modern branding. In your view, what are the key drivers of trust today?
A: In an environment that increasingly focusses on information transparency, trust is built less on what brands say and more through consistent action.
The key drivers of trust include authenticity and responsiveness. And the primary driver of trust for companies should be quality consistency as a differentiator.
Customers expect reliability at every touchpoint from delivery to the consistent usage experience. Quality without compromise should be at the forefront of all organisational strategies – and they should strive to meet globally recognised standards.
Q: With consumers increasingly seeking meaning and relevance, how critical is emotional resonance in building lasting brand relationships?
A: We operate in a market where functional differences are minimal, choices are abundant and pricing is aggressive. Therefore, emotional connection is critical to building customer brand preference and sustained loyalty.
Company strategies across all communication platforms should appeal to different generations by incorporating audience centric storytelling to product use cases. Organisations must create relevance by connecting with customers’ daily lifestyles.
The overarching objective is to help a brand transition from being chosen to being valued and ultimately remembered.
Q: With audiences constantly exposed to competing messages across platforms, what strategies can brands adopt to cut through the noise while maintaining authenticity?
A: Clarity of purpose and positioning are essential, when communicating each and every piece of content.
Consistency across channels is another critical factor: in a fragmented media landscape, repetition reinforces the key message. A cohesive tone of voice and visual language across platforms builds familiarity, making brand recognition and recall easier.
Additionally, understanding and using the right communication platforms and formats for your audience is key to creating more meaningful engagement.
Q: In a climate where stakeholders expect greater accountability and purpose, should brands address social and environmental issues?
A: Absolutely. Rather than remaining neutral, addressing social and environmental issues in an authentic manner is a strategic choice that builds continued customer alignment.
This process must be closely linked to the business and its shared values. However, such engagement must be grounded in a long-term commitment and meaningful action.
