Branding Evolution - Branding has evolved from product-based in the 1970s, where the product was the hero, to lifestyle-based from 1990-2010, integrating the product into daily life [1] - Current branding focuses on personality, where brands need a relatable persona, even if it's not directly about the product [1] - Old branding focused on selling the product, while new branding sells a vibe or aesthetic [1] Consumer Perception & Engagement - Relatability is the new trust currency; consumers must relate to a brand to buy its products [1] - Brands need a voice that people stand for; failing to support sustainability can lead to cancellation by younger generations [1] - The average Gen Z attention span is 8 seconds, less than a goldfish, requiring brands to create relatable hooks [1] Personal Branding - Individuals are brands, building a digital personality through platforms like Instagram and LinkedIn [2][3] - Being real works for branding; Gen Z can detect when a brand is being fake [3] - In a chaotic world, a brand's story is its signal; authenticity and originality are key [3]