New generation brands, brands that innovate by understanding the value of storytelling and community.
- Antonio Horcajo Nicolau
- Jun 8
- 5 min read
Brands that transform industries don't wait for change to happen, they design it. But innovation isn't a stroke of luck or an isolated idea from an R&D team. It requires purpose, strategy, and aligned execution alongside a clear brand identity.
Today, 40% of the companies that have managed to climb the S&P 500 rankings over the last 20 years did so by investing in disruptive business models. This isn't a coincidence; it's a proven vision. But in a context of constant change, oversaturation, fake news , and an environment where nothing is stable, brands face a dilemma: adapt or disappear. Markets are changing, technology is accelerating, and consumers are evolving. If there's one thing we need to be clear about, especially after Donald Trump's reelection to the White House, it's that uncertainty isn't a passing crisis; it's the new landscape.
Faced with this scenario, many brands try to control the unpredictable, but the real key lies not in reaction, but in anticipation and, why not say it, in play. Branding and innovation are not opposing forces; they are complementary elements of a strategy that must allow brands not only to resist change, but to lead it.
Some emerging brands in Spain have understood this better than anyone. They've known how to leverage digital culture, connect with their audiences, and build loyal communities, demonstrating that branding and innovation not only go hand in hand, but are indispensable to each other.
Brand strategy in the "new era of branding": three key moves.
Brands that want to evolve without losing their identity must act with a flexible mindset, but with a solid foundation. This translates into three fundamental steps:
1. Firmness in identity, flexibility in execution.
Brand identity cannot be negotiable. Knowing who you are and what you stand for is what keeps you on track in turbulent times. However, the way that identity is expressed and adapted must be flexible, evolving with market trends and consumer expectations.
What doesn't change: the brand's purpose, its promise and its values.
What needs to evolve: the narrative, the touchpoints, the visual language, and the experiences it offers.
Brands that have managed to maintain their relevance over time have done so not because they have been static, but because they have known how to interpret changes without betraying their essence. Some that have tried to experiment with it, like Nike, have suffered a severe blow.
An example of this can be seen in Nude Project. This Spanish streetwear brand has managed to maintain a clear identity and a storytelling based on authenticity and community. Even so, it has adapted its communication and design to connect with new generations, from collaborations with artists to TikTok campaigns that reinforce its brand universe without losing coherence.
2. Observe and anticipate, make decisions.
Brands that only react are always late. Listening, interpreting, and anticipating market signals is what separates leaders from followers.
Listening: It's not just about analyzing data, but about understanding how consumer behavior is changing, what conversations are happening, and what needs are emerging.
Interpret: Not every trend is relevant to every brand. It's essential to filter the information to make strategic decisions aligned with your brand identity.
Anticipate: Innovation is not simply launching something new, but doing it at the right time and in the right way.
Branding provides the necessary clarity to ensure that innovation is not just an experiment, but a tool for sustainable growth. An example of this is Vicio. A brand that is not just a burger joint, but a cultural phenomenon. Vicio has understood that fast food is no longer just a product, but an experience. Anticipating the new relationship between food and digital entertainment, it has transformed its branding into a cultural asset, creating a community that shares its DNA on social media and experiences that go beyond the restaurant.
3. Real connection, not apparent, I know.
In an environment of uncertainty, authentic relationships with consumers are a brand's most valuable asset. Trust and credibility cannot be improvised; they are built through consistency, transparency, and the real value delivered.
The brands that best withstand change are those that manage to become cultural and emotional touchstones for their audiences. This means:
Be consistent in your purpose and communication.
Generate meaningful conversations and experiences.
Opt for authenticity instead of following pre-established formulas.
When everything changes, the connection with the consumer becomes the factor that determines a brand's relevance.
In this case, Milfshakes is a clear example of a brand that has managed to become a generational icon through its irreverent aesthetic, provocative tone, and close communication with its audience. Its success lies in the authenticity with which it interacts with its followers, generating a loyal community that identifies with its lifestyle.
Three brands could exemplify each of the points mentioned above because they are brands that focus on community-building. These brands, for many of my colleagues—and I confess I've even thought about it—are a hype that will pass, but their mastery of improvisation and narrative is such that if it does, it will be because they themselves have chosen to do so.
Branding and innovation must go hand in hand; they must be a moving ecosystem.
Therefore, thinking of branding and innovation as separate forces is a mistake. In reality, they function as a dynamic ecosystem where each element enhances the other:
Branding gives meaning and direction to innovation. A brand with a clear identity knows where to evolve and what changes make sense within its strategy.
Innovation strengthens a brand's value proposition. It's not just about launching new ideas, but doing so in a way that aligns with the brand's identity to strengthen its positioning.
When a brand lacks clarity about its identity, innovation becomes a gamble. On the other hand, when a brand focuses solely on maintaining its essence without adapting, it risks becoming irrelevant.
The balance lies in designing brands that can adapt to change without losing their essence, and this is where storytelling, environmental knowledge, and authenticity come into play.
Another related example would be Tropic Feel. A brand that goes beyond the product and decides to create a movement by taking sustainability to the next level, becoming one of the most innovative Spanish brands in footwear and accessories for travelers. Its success lies in its ability to anticipate the new needs of the conscious consumer and its commitment to technology applied to fashion. More than selling products, it creates a philosophy of life that connects with an audience seeking functionality and environmental commitment.
Brands that truly transcend don't try to control uncertainty, but rather design strategies to navigate it.
In conclusion, I believe the important thing is to understand that branding and innovation are not two separate paths, but rather a single journey, supported by a flexible strategy, connected to the business, and keeping pace with the changing market through community building. Brands that truly transcend don't try to control uncertainty, but rather design strategies to navigate it.
The key questions you should ask yourself today are:
Is our brand identity strong enough to guide us through times of change?
Are we observing and anticipating trends rather than simply reacting to them?
Do we have a community? And if so, is our connection to it authentic and strong enough to sustain us?
At Identty , we are clear: the answers to these questions will not only determine a brand's relevance in the present, but also its ability to lead the future.
Comments