Hyperconnected : brand building in a decentralized world

Abstract

Historically, brand building was closely controlled, relying on top-down hierarchies to ensure consistency, and brand communications was delivered through one-way channels i.e., newspaper, radio, and TV. However, digital technology is transforming and fragmenting communications channels, creating a world that is hyperconnected yet decentralized. A world where stakeholders are intrinsically interconnected, and they have shifted from passive audiences to active participants. Consequently, old brand strategies may no longer be relevant as brands now have to contend with a dynamic ecosystem where there has been an increase in transparency and the movement of control from the few to many.

With that in mind, this thesis was undertaken to explore the question “what strategies do corporations founded before 2000 need to adopt in order to build a strong brand in a hyperconnected yet decentralized world?" The paper begins with a literature review that starts with a high-level discussion of brand strategy to provide an overview of how organizations have traditionally approached brand building. With the foundation set, the review examines business-to-business (B2B) research, as B2B organizations are used to operating in complex environments to build relationships with multiple stakeholders across decentralized networks. Public relations research is explored next, as the field has a long history of discussing the importance of two-way communications with multiple stakeholders, and the focus on stakeholder theory may provide answers to how companies should communicate across diverse and complex communication networks. To examine the relevance of the literature review, an exploratory qualitative study was undertaken, which involved interviews with ten senior marketing and public relation professionals. These interviews were then compared with the literature to explore the emergent trends and their potential impact on developing brands. The thesis concludes with implications and recommendations for further research.