Tanmay Mohanty

The branding globally has changed rapidly in last 50 years and the dramatic shift is more to do with consumer than the organizations. Branding strategies more or less evolved in 6 different stages.

1. Unique Selling Proposition – Most brand marketing was till 60’s focused toward newspaper marketing. The less space and less number of brands made each, distinguishing from competitors on how better they are. Marketers depended on the unique value proposition the brand to communicate and sell.

2. Emotive Selling Proposition – 70’s brought together TV revolution and most brand could communicate over the look, feel or emotional connect. This brought forward emotional value proposition the brand guys to communication with their consumer and build passion among them.

3. Corporate Selling Proposition- The entry of large publication houses brought organizations to focus on corporates rather than brands they had. This period saw marketers using corporate value, culture or just size and presence to sell the product than brand.

4. Brand Selling Propositions- The entry of radio advertising saw dramatic changes worldwide in terms of brand names. This period saw reduced time to communicate and needed names consumer to recognize. This brought marketers to focus on brand proposition which could offer more than just the product.

5. Buyer Selling Proposition- The internet brought forward a larger entry for seller to focus on consumers and understand them separately. This brought one-to-communications like email to take center stage of communication. Marketers focused on telling consumers how the product can change their life.

6. Individual Selling Proposition- Emergence of web2.0 (social media platforms) and dramatic raise of search engines saw brand owner losing control of the communication and driving market to word of mouth and easy access to peer group communication. This trend is gradually the control over brand messages is being drawn away from brand builders and being redirected by consumers.

These drastic changes in marketing and branding strategies in last 50-60 years have seen large brands appearing and vanishing from market. Marketers need to look at communication and consumer media consumption to build stronger brands and succeed globally.