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Helen Edwards on Branding: Tackling the Aftershock.
Brands must keep their promises if they are to rebuild consumer trust damaged by the financial crisis.
Bit of imagination required here. You are a cultural archaeologist, working some time in the distant future, sifting through the faint cultural seams of the 20th and 21st centuries. This is your chosen period - the Great Capitalist Era - and your specialism within it is brand communications, which show up well in the digital debris, and give a feel for the mood of the times.
Right now, you are examining three brand communications strata that gave way to one another within a period of perhaps 60 years. First, in the mid-20th century, came the Transactional Age. Here, brands would signal to consumers what they could expect in exchange for …
