Five Branding Trends That Shaped 2024: Expectation vs. Reality Through the Lens of Brand Momentum
By Tony Lewis, CEO of Vision One, author of Brand Momentum
As we pause to reflect on 2024, it’s clear that branding continues to evolve at an extraordinary pace, driven by technological advancements, shifting consumer values, and creative innovation.
Many of the trends predicted at the end of 2023 came to fruition—but with surprising twists that reveal deeper lessons about building and sustaining Brand Momentum.
In this article, I’m exploring five branding and marketing trends from 2024 to evaluate how reality aligned with expectations, tying these outcomes back to the principles in my book, Brand Momentum.
Harness the Power of AI
Expectation: AI would dominate branding strategies, enabling hyper-personalised content and data-driven customer insights.
Reality: Coca-Cola’s AI-driven holiday campaigns stood out, showcasing how brands can use AI to personalise ads and engage audiences without losing sight of their identity. However, not all brands found the right balance. Mango, for example, faced backlash for using AI-generated models in its ads, sparking concerns about false advertising, job losses in the modelling industry, and a lack of authenticity.
Brand Momentum insight: AI can supercharge brand velocity when used thoughtfully, but authenticity is key. Brands must ensure that innovation aligns with their core identity to create resonance rather than disconnect.
Elevate Customer Experience
Expectation: Immersive experiences like AR/VR and personalised interactions would define customer engagement.
Reality: Immersive experiences became a highlight of 2024, especially in retail and e-commerce. The most successful examples combined cutting-edge technology with a deep understanding of audience needs. Shiseido’s VR Pod at Macy’s in New York stood out, where a 360-degree VR pod allowed users to virtually explore Japan’s mountains while learning about the brand’s Future Solution LX line.
Brand Momentum insight: It’s not just about immersive technology—it’s about creating meaningful interactions that reflect a brand’s heritage and product origins. Brands with strong momentum focus on the ‘why’ behind their customer experiences, ensuring every touchpoint strengthens the brand-consumer connection.
Master the Art of Storytelling
Expectation: Storytelling would take centre stage as brands seek to connect emotionally with their audiences.
Reality: Nike continued to lead with its ‘You Can’t Stop Us’ campaign, spotlighting stories of perseverance and unity in sports. By featuring diverse athletes and real-life narratives, Nike reinforced its message of empowerment and inclusivity. Conversely, brands like H&M stumbled; their “Conscious Collection,” marketed as sustainable, was revealed to have overstated environmental claims, leading to accusations of greenwashing and consumer distrust.
Brand Momentum insight: A compelling brand narrative is essential for sustaining momentum. As emphasised in the book, brands with a clear, authentic story resonate deeply, fostering loyalty and long-term growth. Why not read this by Donald Miller –
Authenticity Matters
Expectation: Consumers would favour brands that communicate openly, build trust, and engage genuinely.
Reality: Authenticity proved to be the cornerstone of brand success in 2024. Brands that prioritised transparency thrived, while those perceived as inauthentic faced backlash. BMW, for example, faced criticism for a misleading social media gesture in which it implied gifting a new BMW X5 to a TikTok creator (@ReesaTeesa), who later revealed no car was provided. While the campaign initially garnered positive feedback, the lack of follow-through led to disappointment and criticism.
Brand Momentum insight: Authenticity is a key driver of momentum. Brands must stay true to their values and engage honestly with their audience to foster trust and loyalty.
Pantone’s Colour of the Year: 13-1023 Peach Fuzz
Expectation: Peach Fuzz would embody kindness, collaboration, and community in branding.
Reality: Peach Fuzz became a popular choice in both digital and physical branding, particularly in wellness and lifestyle sectors. Brands such as Motorola and Polaroid embraced the colour in product launches, using it to signal warmth and inclusivity. The trend aligned perfectly with consumer preferences for connection and approachability.
Brand Momentum insight: Consistent use of colours that align with a brand’s personality can enhance salience—a critical component of sustained momentum.
So, What’s Next?
2024 demonstrated that while trends can guide strategy, the true measure of success lies in execution. As highlighted in Brand Momentum, the most successful brands are those that combine innovation with authenticity, storytelling with trust, and customer experience with meaning.
At Vision One, we’re passionate about helping brands harness these insights to build momentum that lasts. Whether through research, strategy, or innovation, we’re here to help you stay ahead in the ever-evolving world of branding.
How did your brand embrace 2024’s trends? Let’s start the conversation about what’s next for 2025. Contact us today at [email protected] or share your thoughts below about what’s in store for NPD, innovation, and the to-do lists for CMOs and brand managers in 2025! If you are looking for marketing and bringing your ideas to market please email [email protected].
