Many brands, especially luxury ones, risk diluting their true identity if they don’t communicate with a purpose or simply communicate too often. Today’s consumers don’t suffer from a lack of brand communication, but instead, they suffer from too much of it. Between emails, social ads, influencer posts, texts, push notifications, and algorithm-fed content, buyers are exposed to a nonstop stream of brand messages. Marketers don’t have to worry about figuring out how to reach people, instead need a real intention of grabbing their attention.
From media companies like A24 to fashion brands like Bode, what they share is an emphasis on strong storytelling, intentionality, and emotional connection. They don’t compete in volume, but rather in value.
No one enjoys senseless noise. If someone feels heavily interrupted when receiving a marketer’s message, then they failed in providing a meaningful experience, and instead evoked noise. And according to Audra Sorman, this is why customer journey mapping becomes imperative in this atmosphere. Every notification should deliver genuine value aligned with the customer’s experience, not just the brand’s promotional calendar. Otherwise, the consumer is stuck with more noise, which is just irrelevant communication that will be ignored. This can weaken a brand identity.
In a previous post, I discussed how strong brands are built through experience and value. The same idea applies here. Communication should evoke one’s spatial, cultural, and sensory world, rather than just being a sales alert.