Evolution of classic marketing strategies reflects adaptations to consumers’ general distrust of brands

Source: Getty / Natee Meepian (Getty Images/iStockphoto)

Effective branding traditionally has empowered, inspired and informed consumers, but in the current era of distrust and heightened anxiety branding needs to evolve to account for consumers’ rising self-reliance, increasingly rational approach and their access to seemingly boundless information, according to one strategic communications expert.