Futuríveis

A few years ago, a Microsoft poster near Liverpool Street station that originally read “Suddenly Everything Clicks” was altered to read “Suddenly Everything Sucks”.

The term “brandalism” has been used to describe this behaviour. It represents a consumer backlash against corporations who present a brand image that they don’t live up to in their behaviour.
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There are three trends that give the consumer the power to brandalise. First, through the internet, people can communicate with millions of fellow-consumers at almost no cost. Second, there is a growing distrust of big corporations, especially among young consumers. The anti-globalisation movement, and books such as No Logo, have popularised the perception that a brand is often little more than a pretty face for a grubby global corporation. Third, the increasing cynicism among consumers toward advertising.
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On the face of it, all this seems worrying for brands. However, brandalism actually stems from people’s willingness to interact with branded communications, and it’s important to realise that this presents fascinating opportunities for companies and brands.
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