Today I read an interesting Adage article (http://ow.ly/1DhBs) declaring the importance of brands evolving and that our future is in new century brands. This was quite an interesting, but in my opinion correct, statement made by Adage writers.
This world, and the Internet itself is always changing, sites pop out, trends fade in and out and people move on to big and better ideas. The article talked about how consumers now want two-way interactions between companies and themselves, and they are not willing to be loyal to brands unless there is communication, interaction and loyalty between the brand itself.
People want (or they will soon) brands to focus on being green, eco-friendly, talkative, and they want them to apologize if something ever goes wrong. They want honesty, trust and to feel more when they buy something. I think we feel better if we're buying goods that are helping the planet, helping others, or at least have a message that we agree with.
Companies need to step up their game and harness social media, track what people say about their brand, and truly engage with customers if they want the customers loyalty. I'm excited to see where these new brands will take us.