Essencialismo na comunicação de marketing: a busca pela atenção em tempos de excesso

Abstract

This article explores the manifestation of essentialist philosophy (McKeown, 2015) in marketing communication (Kotler, 2017 and 2021), focusing on brand identity remodeling (Semprini, 2010). It addresses the issue of attention economy as a pressing challenge in contemporary times, emphasizing the saturated field of visibility brands compete in. The article touches on the critical contemporary dilemma regarding the time individuals dedicate to paying attention to brands amidst an overwhelming sea of information, which far exceeds human capacity to process. It highlights that, in today’s context, attention — as a fundamental requirement of communication — has become a valuable asset for brands, influencing how they present themselves to their audiences. The main objective is to analyze how essentialism applied to marketing and branding has impacted brand positioning, using the example of a specific fashion brand that underwent a visual transformation. Subsequently, the article examines how Burberry adopted essentialist principles in its visual communication, detailing the modifications the brand underwent to achieve its current visual identity.