Hajra Naz
Change Happens Slowly—Until It Doesn’t
A name change occurred in 2011 as the Cannes Lions International Festival of Creativity became the festival’s name.
This change reflected the evolving nature of the industry. Now, twelve years later, another shift is happening, marking the start of a new era.
New Signs at Cannes
At the current year’s Cannes Lions, the emphasis was on something other than the following huge thought, yet on adaptable growth models. This reflects a more extensive change in how advertising and marketing are drawn closer.
Here Are the Four New Rules for Brand-Building:
Rule 1: Bringing People’s Stories to Product’s Stories
In the past, brands told emotional brand stories to connect with audiences. With the rise of social media, this shifted to telling real people’s stories.
The focus is moving towards product stories highlighting the brand’s products. Examples include campaigns like “Ketchup Fraud” for Heinz and viral product videos on TikTok.
Rule 2: Trusted Differentiation begins with an emotional connection
Brands like Amazon are trusted because of their convenience, not emotional connections.
Yeti, for instance, builds trust by using experts in specific fields rather than influencers with large followings.
Brands must focus on what makes their products unique and trustworthy to retain customers.
Rule 3: The evolution of the brand ecosystem into the brand universe
Previously, brands like Nike tried to build ecosystems of connected services. Now, they are partnering with other platforms, like Nike and Strava, to reach new audiences. Brands can grow by entering new universes rather than creating everything themselves.
Rule 4: The Transition from Scalable Model to Repeatable System
The search for a single scalable model is over. Instead, brands should focus on creating repeatable systems for daily interactions with their audience.
Similar to forming habits, this approach is more sustainable and adaptable to the fragmented market.
These new rules can guide brands in navigating this new era. Focus on your products, differentiate clearly, and build systems that support sustained growth.
