Will Branding remain Relevant?

The world is moving at a speed of knots.

So is tech and automation.

In a world where technology and automation is playing a significant role in shaping our lives, will the idea of branding still be relevant?.

And what about the world of B2B, where Tech is playing an even bigger role?

I gave it some thought, and then some more.

And decided - The answer is YES.

Here's why..

Branding is fundamentally a psychological and behavioral phenomenon. It is actually rooted in human nature, and therefore, technology has little bearing on it.

In fact, in my opinion, technology may even aid the idea of branding.

Because technology will enable creation of newer products. You won't need to be a level one coder to build newer tech products with the advent of AI.

But if everyone can create them, why will anyone buy yours?

As long as humans and organizations seek to express their individuality and identity through the products they buy, branding will continue to be relevant.

As long as humans and organizations (which is essentially human decision makers) continue to place value on social status, symbolism and signaling, branding will endure.

One other thing: Branding often serves as a mental shortcut that allows us to reduce cognitive load by narrowing down the plethora of choices available to us.

This makes branding particularly relevant in today's world, where every category is overloaded with numerous choices.

I have forever believed, that the primary job of a marketing (or branding) team is to get your brand within the consideration set of the user.

And I cannot emphasize this more.

Branding will become obsolete someday.

Maybe when humans on Earth become enlightened and stop giving meaning to material goods.

Or when we shift base to Mars. More power to Elon Musk.

However, this is not likely to happen anytime soon.

What's your take?

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Siddharth, or Sid, has worked for 3 organizations across 6 different states, selling everything from laptops to mobile recharges to SaaS products. He was handling brand and growth marketing for 15 countries at his last organization before he got bitten by the entrepreneurial bug.

Three years in, he now leads a team more driven than him at Ad Momenta. You can find him talking branding, B2B marketing and growth at @sidgrover25 on Twitter and LinkedIn.

And if you are stuck with some your brand and marketing problems, say Hi @ admomenta.com :)