How Brands Become Trends

This article is by Kathy Bloomgarden, CEO, Ruder Finn.

What makes a brand trendy and resilient?

Apple continues to lead the global brand value rankings and has maintained its reputation as an innovator despite the entry of other competitive products and a string of recent issues.

So what are the passions and touchpoints that establish brands as trends and enable them to stay in the public sweet spot? There are a few critical points to keep in mind:

  • Strike a deeply emotional chord
  • Empower social influence
  • Channel cultural relevance

Bottom line? Bold communications and marketing initiatives that profoundly touch a personal cord, ignite a community response, and connect to cultural news have the potential to hit huge success in today’s trend-focused culture.