We’re living through the fourth industrial revolution. A time when technology is fusing together the physical, digital and biological spheres. For branding people like me, this creates the potential to take user experiences to a whole new level. And puts a much higher expectation on marketing ROI.
Following on from my previous blog about the importance of belief in branding, what I want to do now is look at a brand that has tapped into our collective belief to such an extent, that it has not only transformed the way we think and feel about a very ordinary pastime, but has helped define the culture of entire nations. And that brand is Football.
When I write blogs or articles about branding, I like to start by reminding myself of a simple, though maybe uncomfortable truth which is: Brands do not actually exist. Yes, we create physical things that give brands a physical presence, but the idea of ‘brand’ is purely a figment of our collective imagination.