Branding in the Information Age: Still Relevant?

The Erosion of Credibility in an Era of Information Abundance

In the pre-internet era, brands were synonymous with trust. A name like Berry Brothers & Rudd symbolised safety in a world where a sip of counterfeit moonshine could lead to blindness. The brand’s reputation was its most valuable asset, built on years of consistent quality. However, the proliferation of online reviews has shifted the dynamics of consumer trust. Today, a quick scroll through Amazon or Shopee unveils countless small shops with nondescript names selling everything from gadgets to garments. These sellers thrive not on their branding but on the strength of their customer feedback and competitive pricing.

This evolution has also fueled the rise of direct-to-consumer (D2C) brands like Warby Parker, Allbirds, and Casper. These upstarts disrupted established players, leveraging heavy SEO spend and competitive pricing to bypass the traditional dominance of legacy brands. Although many D2C ventures have faltered due to distribution challenges, they demonstrated a significant shift: consumers are now willing to try new products without the safety net of a familiar brand.

The Skepticism of Dominance

It wasn’t long ago that the size of a company was a proxy for trustworthiness. Bigger often meant better, safer, and more reliable. Today, however, terms like “Big Oil” and “Big Pharma” carry pejorative connotations. Dominance, once a hallmark of success, is now viewed with suspicion, particularly when tied to perceptions of exploitation or monopolistic practices.

Brands as status symbols and expressions of identity

For some products, branding transcends functionality to serve as a status symbol. This is the realm of Veblen goods—luxury items whose demand increases as their price rises. Think of Rolex watches, Hermes handbags, or designer trainers. These products thrive on exclusivity and association with success or affluence.

Similarly, brands can serve as tools of self-expression. Abercrombie & Fitch’s appeal, for instance, fluctuates with generational trends, while Crocs—often derided for their aesthetics—have found a niche among trend-conscious consumers. For many, sporting a pair of Crocs signals not just fashion but a lifestyle: one that prioritises comfort, individuality, and the occasional meme-worthy quirk.

The persistent value of saliency

Despite these shifts, branding retains its relevance in areas where quick decision-making is necessary or risks remain inherent. Imagine standing in a Tesco aisle, debating which salt to buy. Most people wouldn’t pause to look up reviews or consult AI. Instead, they gravitate toward familiar names—or in the absence of that, the store’s own brand. As a student at Oxford, I regularly chose Tesco’s salt for precisely this reason: it was there, it was cheap, and it worked.

Case Studies: Saliency vs. Brand Identity

What is salient might be due to shock due to a juxtaposition against the brand identity customers are familiar with. Gaining mindshare could come at the expense of how customers perceive the brand overall. Let’s examine three case studies:

1. Old Spice:
   Old Spice’s reinvention through quirky, over-the-top advertisements exemplifies a masterclass in saliency. Their commercials are so entertaining that people voluntarily rewatch them online. These ads are bizarre, creative, and unforgettable, making Old Spice synonymous with humour and boldness. Importantly, they align with the brand’s identity, enhancing its appeal rather than undermining it. 
2. Budweiser:
   Budweiser’s recent missteps demonstrate how sensitive consumers can be to perceived agendas. Much like K-pop fans reacting vehemently to idols dating, Budweiser faced backlash and boycotts that impacted sales. It underscores the fine line brands must walk between expressing values and alienating their customer base.
3. Jaguar:
   Jaguar’s recent attempt to reposition itself as an all-electric luxury brand is a cautionary tale. Their advertisement, devoid of cars and focused on abstract artistic imagery, garnered attention—but mostly negative. Critics labelled it “woke,” a term often weaponised to describe perceived pandering. Others found it irrelevant or at odds with Jaguar’s historic identity of raw power and prestige. The backlash highlighted a critical issue: the dilution of brand identity. Jaguar’s traditional audience, drawn to the sleek, predatory image of the big cat, may feel alienated by this contemporary and playful rebranding. While the ad succeeded in grabbing attention, it failed to communicate a clear message or resonate with core customers. Worse, the company’s Managing Director exacerbated the situation by dismissing critics as “vile and ignorant,” further polarising opinions.

Lessons from Jaguar’s Misstep

A brand’s identity is its essence—a kind of anthropomorphised persona that consumers connect with emotionally. Jaguar’s attempt to refresh its image might have been more effective if it had balanced its new direction with a nod to its heritage. For instance, a follow-up ad featuring a jaguar prowling through the original cast, transitioning into a sleek, all-electric car, could have combined the brand’s legacy with its future vision. Such a narrative would bridge the gap between the old and new, reinforcing familiarity while embracing change.

The key takeaway? Saliency alone doesn’t guarantee success. Attention-grabbing advertisements must align with the brand’s core values and resonate with its audience to drive conversions.

Branding’s Place in the Modern Marketplace

In the Information Age, the role of branding has undeniably evolved. The credibility function, once foundational, has been supplanted by reviews and transparency. Yet, branding remains a powerful tool for differentiation, particularly in areas where quick decisions are needed or where identity and status play a role in purchasing.

Brands that succeed today are those that understand their essence and adapt without losing their core identity. Ultimately, branding is no longer just about trust—it’s about connection, resonance, and standing out in a world saturated with choices. In this context, the power of a well-executed brand is not diminished; it’s merely transformed.