The term and concept of gentrification refers to terms of urbanism, which means transforming the urban space, restructuring or rehabilitation to give it more “wave” or trend to a space that was previously forgotten and abandoned.
Is to give you more”hype” to a public or private space to give it more commercial value and goodwill in terms of real estate.
Can brands have a gentrification process?
Definitely yes, because brands and brand communication with their identity get old easily. I would say that in these postmodern times, where information is much more ephemeral, more telegraphed and powerful, it is much easier for brands and their communication to become old fashioned. Be old.
Why do brands age?
They age in form and substance. As for the form, because the visual trends that are on the street give us messages and stimuli every second. We see these visual messages every day in literature (now less and less), in memes of social networks, in the signage (airports, streets, stadiums, etc.) of the streets, with visual artists, in fashion and in the mass media.
With all these visual stimuli, the customer’s eye is trained and then the logos and visual identities of the brands lose relevance in front of the trained eye of consumers. The challenge for creative directors is to stay ahead of this massive attrition and achieve visual differentiation against all the stimuli that appear in front of the eyes and ears of those of us who get up every day to do what we have to do to buy what that we buy every day.
Brands become old in the background when they stop evolving, living with the times, growing together with their customers, becoming aware of what is happening in their context, around them. When they trust the market, when they stop talking because they betray themselves, brands that are no longer consistent lose relevance and speed. Then they are useless old men and they stop buying them, they are like a kind of forgotten warehouse, dirty and neglected, with expired products that nobody wants to buy.
But do you know what? Not everything is tragedy, brands can be reactivated and revived, as do urban areas that no one visited before and now become meeting points for young people and new trends.
What is needed is to go back a little to the origin and rescue what is worthwhile in the DNA of each brand to recover the essence, and for the brands to resurface in themselves, to become fashionable, trendy and new.
There are many examples, do you have any in mind?