Planning & Analyse
Rapid availability is an essential requirement of our time. Brands also thrive on quick mental availability through simple codes that call up a “brand frame” in the viewer and trigger behavior in the sense of “wanting to have”. Unfortunately, such a simple mental coding of brands does not always work. Especially in the younger target group, brands are losing relevance, as Dr. Uwe Lebok and Nina Dörrbaum from K&A Brand Research.
There was a time when brands were really important in people's everyday lives. For the baby boomers in particular – those born between 1950 and 1964 – they paved the way for the liberalization of our society. Brands and advertising were not infrequently an expression of self-realization and individualization. Advertising made brands – or at least clearly shaped brand signals, brand messages and brand stories.
The advertising world of the 1970s and also that of Generation X in the 1980s was already diverse, but still easy to remember for most recipients: The number of channels and commercials was manageable, which helped the recipients to listen to the advertising messages better. As a result, baby boomers and Gen X had more time “with” brands and also experienced more differentiation “through” brands in their everyday lives. Rememberable brand assets and brand stories were also a necessary basis for this and ultimately shaped the image.
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