Brand Relevance: How to Create a Brand That Matters

Do you want to find ways to improve your brand’s relevance? If you want to read more about it, you should look at this article. This post discusses why brand relevance is becoming more critical than ever before, which is summarized in a simple statement:

A brand loses its appeal if it does not keep up with changes in the world around us.

Hence brand relevance has become an essential focal point for marketers. The reason behind this phenomenon is twofold:

1. On one end, consumers are now more aware of their purchasing decisions. Social Media has empowered consumers, and they feel the power behind their spending. They do not to listen passively to brands any longer, they can and will talk back
2. On the other end, the blurrification of category boundaries, and the convergence of non-adjacent industries, are all re-shaping the meaning of category. Both Amazon and Apple produce and distribute movies and TV series, activities that belong to galaxies far away from their traditional core business.

Both points are typical examples in which competition must shift from preference-based to relevance-based, as predicted by David Aaker.

What is Brand Relevance?