Marketing professionals have mixed opinions on the state of branding today: 58% of those surveyed say "we're in a time of revolutionary change when it comes to how powerful brands are created," whereas 42% express the opposite viewpoint, saying "the fundamentals haven't changed at all," according to a report by the Branding Forward Project.
Brand marketers are even more divided about the importance of consumer-generated content: 51% say such content is more relevant and effective than agency-generated ideas, whereas 49% question its superiority over agency content.
However, nearly all (73%) brand marketers agree the days of strong brands being characterized by consistency above all else were indeed over.
New Forces at Work: Social Media and Personalize Experience
Social media (70%) and the rising demand for personalized experiences (48%) are viewed as the forces having the most significant impact on branding and marketing today, followed by the growing need for provable ROI (44%) and increasing competition (42%).