In all aspects of business, and branding makes no exception, are influenced nowadays by the trend of customization and personalization. Both are now hard to avoid and they are shaking hands with the new technologies.
The basic concept of branding will definetly remain unchanged — to create an emotional attachment between the consumer and a product — but the near future (or should I say present?) will demand from branding to adapt to consumers high demand for specialized – peronalized – customized products.
The new technologies are changing the way consumers interact with companies, or with other consumers for that matter, exchanging views, complaints, opinions and comments about products and services, about brands, about companies, about YOUR company.