The landscape of branding is transforming with unprecedented speed, leading to what’s known as the touchpoint explosion. With more platforms and channels than ever before, brands are scrambling to keep up with the diverse ways to connect with their audience.
- Brand Touchpoint Revolution: The number of platforms and mediums is skyrocketing, forging a new era of branding.
- Cross-Platform Strategy: The key to success lies in understanding the nuances of each channel you engage.
- Streamlining Creativity: Simplify the demand for multi-channel content with centralized brand-building tools.
Hugo Timm, senior creative director at Frontify, champions a proactive approach to this evolution. Designers must navigate not just the sheer quantity of touchpoints but also their interconnectedness. The modern consumer experiences brands through a myriad of channels, each with its own engagement style.
One thing is strikingly clear: the traditional methods of brand management are no longer sufficient. Hugo suggests a trifecta of response strategies to the multitude of touchpoints — working harder isn’t sustainable, leaving the industry is regrettable, but embracing tools that foster efficiency and collaboration holds the key to not just surviving, but thriving in this new era.
Frontify provides these much-needed solutions. With their innovative platform, they streamline the brand content creation process, promote internal alignment, and ensure consistent storytelling. The result? A brand narrative that is not just visually consistent but imbued with spirit and authenticity.
Endearingly, Hugo Timm’s vision for the future of branding is grounded in values like honesty, openness, and collaboration. He sees brands becoming less insular and more integrated with other entities, fostering an era of collective creativity.
