Branding vs Anti-branding

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               A brand is the idea or concept of something in the eyes of the user; how the “product” is received by its target market. Branding has become the driving force of communication in the modern world. With vastly increasing rates of consumerism and a global capitalist markets we’re giving brands the chance, nay power, to influence us more. A great example of this is the bottled water industry, an industry that marks up ten-fold an item we can get for free from our kitchen taps. People can develop, unknowingly, psychological and emotional connections to a brand; making a brand appeal to a user because of past associations or experiences. An example of a brand that changed a big part of its identity to boost the user appeal is BBC 2 when they recreated their logo. Making what is a small change gave such a large impact. BBC 2 was losing ratings and people thought the channel to be somewhat boring; they created a set of logos for different seasons, occasions and type of programme, along with this they created short idents to fill the 30 second gap between shows. After six months of this new introduction the ratings had increased significantly, and the channel was more popular; none of the show listings had changed, merely the addition of these creative little idents.
https://www.youtube.com/watch?v=xU4pRDWHUqY


               Anti-branding on the other hand, is a global phenomenon; forcing new consumer behaviours and highlighting the negative effects of branding that had previously been brought to us by “corporate bullies”. The advertising industry is a massive one and has changed a lot; a lot more time and money is not spent on the online world. Last year 21.6 billion was spent on internet advertising and there are ever increasing numbers of advertisements on social media, many companies now have separate in-house departments to deal with social media and they have a very short 12 hour turn around to respond to social media activities. There are many companies that started as Anti-brands that are now becoming integrated into society and quite a significant brand themselves. Airbnb is a good example of this, when they first began, they offered something most other places didn’t, a chance to say goodbye to the all-inclusive holiday and hello to really living and experiencing your holiday destination, getting a true experience of the place. However, this has now become a very popular type of holiday and in some ways a big brand itself.
https://techcrunch.com/2015/02/27/airbnb-2/

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