Achieving brand relevance is all about keeping the brand current in the market place, and linked, at a macro level, to its times. Whilst that may seem to be simple enough, it is actually quite difficult to establish and maintain such a delicate balance in the rush of business.
The brand reproduction that began at the end of the 1990s, changed the rules for effective marketing strategies, requiring more that the usual gain in short-term brand awareness accomplished through the repetition of marketing messages. While still of great tactical importance, merely maintaining the brand in front of its target audience does little to guarentee that the brand has a freshness about it or a positive significance. It must be monitored closely and passed through effectively in all mediums including web design, stationary and print.
As businesses, non-for-profits, and government entities alike are embracing branding and spending more money on marketing, their brand messages need to become more complex and orchestrated to carry more meaning and to establish an effective brand relevance. The traditional strategy of repetition is inadequate of themselves to create either the “authentic newness” or the “individual meaningfulness” that are all hallmarks of contemporary brand relevance.
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