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It has been suggested that this article be merged with Postmodern brand. (Discuss) Proposed since January 2024.
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Postmodern branding are practices of personifying a brand based on a core set of traits. Postmodern branding behaviors understand and leverage technology, space, and mindset of the moment to create an enriched user experience. Brands have found new ways to enter the home and places in the consumers life. Successful branding within the postmodern society rely more on the developments of brand personality.
In alignment with postmodern marketing, postmodern branding hinges on personifying the brand based on a core set of traits as opposed to creating templates, blueprints or guidelines.[citation needed] Postmodern branding is about understanding and leveraging technology, space, and mindset of the moment to create an enriched user experience.[citation needed]
As of 2008[update], brands are becoming more important.[to whom?][1] Based on the evolution of the media ecosystem—with the developments of Twitter, Facebook, mobile codes and video—a marketer can see that the brand "exists beyond the ads and the products".[1] As a result, brands have found new ways to enter the home and places in the consumers life.[1] This newly developed entryway and space usually takes the form of branded content, branded entertainment, branded utilities, and most importantly brand personification (which occurs when the brand is treated and engaged with as one would engage with a physical person (i.e., make appointments with, talk to, touching, etc.).[1]
Watching scheduled TV programs, utilizing and interacting with voice recognition services like Siri (behaviors predominantly found in the daily life of the postmodern consumer) are examples of how branded content and utilities are becoming more predominate within our current culture.[citation needed] Although some examples are eroding away, like scheduled TV viewing (according to JD Power and Associates roughly 45% of cable TV service customer have a DVR subscription, which is up from 38% in 2010[2]), others are introduces with remarkable interfaces and user engagement protocols.[citation needed] Mobile applications like Siri allow users interact with their phone at treat it like a personal assistant.[citation needed]
Successful branding within the postmodern society rely more on the developments of brand personality.[citation needed] Developing brand personality sets the stage in identifying deeper meaning around "How it, the brand, works".[3] The formation of studying and defining a brand in this manner hinges on the trait theoryofpsychology. According to this theory, inherent traits (habitual patterns, thoughts and emotions) are perceived to remain relatively stable over time.[4] Holding inherent traits constant while manipulating environmental cues and situational stimuli, natural personalities emerge.[citation needed] When applied to marketing, this process is called a brand-trait observational research study.[citation needed] By performing such studies a brand is able to extract "marketable" personalities; thus creating "livable brand personas".[citation needed] These personas are then used to help brands live better and more fluently within social destinations, communities and strategist around technical road maps, developments and customer interactions.[citation needed]
