What We’ve Learned Since 1996 (And Why It Still Matters in 2025)

Hi there! It’s me again — this time with party hats, digital confetti, and a giant THANK YOU.

O’Daniel Creative turns 29 today! That’s right — we’ve been branding, designing, strategizing, and and creating websites since Friends was still airing new episodes, and the hottest “branding” trend was adding a “.com” to your business name.

In internet years, that’s basically a century. 😅

But in those 29 years, the branding and marketing world has flipped, flopped, and fabulously evolved.

So today, I’m taking you on a little trip — not just down memory lane, but down marketing metamorphosis boulevard. I’ve seen it all: the good, the bad, the Comic Sans.

To celebrate, here are 29 BIG changes in the world of branding, marketing, and business — from 1996 to now — plus some little lessons baked into each.

1. From Business Cards to Branding Ecosystems

Back in ’96, a logo, a business card, and a Yellow Pages listing made you official. Now? A brand needs a cohesive online presence, visual language, tone of voice, strategy, purpose, and a partridge in a pear tree.

⭐️ Lesson: 

Branding isn’t just your look. It’s your reputation in motion.

2. Your Website Went From Optional to Oxygen

Remember when having a website was fancy? Today, not having one is like showing up to a networking event in pajamas — memorable, but not in a good way.

⭐️ Lesson:

Your website is your 24/7 salesperson. Invest accordingly.

3. Mobile Took Over (And Never Gave It Back)

Mobile optimization is no longer a bonus — it’s survival. People are scrolling your site while waiting for coffee or hiding from Zoom calls.

⭐️ Lesson:

If your site doesn’t sing on a smartphone, you’re losing customers before they even scroll.

4. Social Media Became the Front Door

In 1996, marketing was outbound. Now? It’s social, shareable, and all about connection. You’re not just promoting — you’re performing.

⭐️ Lesson: 

Your feed is your first impression. Make it branded, not bland. Show up or fade out.

5. Personal Brands Took the Stage

Whether you’re a solopreneur or CEO, your face is part of the brand. Your story is the strategy.

⭐️ Lesson: 

People follow people. If you’re hiding behind your logo, you’re missing out.

6. DIY Tools Leveled the Playing Field (But Strategy Still Wins)

Canva. Squarespace. AI tools galore. Great for speed, not a substitute for strategy.

⭐️ Lesson: 

Just because you can design your brand doesn’t mean you should.

7. Email Isn’t Dead — It Just Grew Up

Once spammy and scattered, email marketing is now a personalized powerhouse.

⭐️ Lesson: 

Write like a human. Add value. Hit send. Repeat.

8. SEO Went from Geeky to Goldmine

Google changed the game. If Google can’t find you, neither can your dream client.

⭐️ Lesson: 

Being amazing means nothing if you’re invisible online.

9. Video Became the VIP

From 3-minute commercials to 15-second Reels, video dominates every platform.

⭐️ Lesson: 

Don’t just say it. Show it.

10. Consistency Is Now a Brand Superpower

Consistency across visuals, voice, and vibe builds trust — and trust builds sales.

⭐️ Lesson: 

Repetition isn’t boring when it’s branded. It’s recognizable.

11. Community Beats Size

Brands with a cult following aren’t always the biggest — just the most connected.

⭐️ Lesson: 

A smaller, engaged audience > massive, meh audience.

12. Listening Is the New Selling

Today’s buyers want brands to listen, respond, and care.

⭐️ Lesson: 

Engagement is a two-way street. Don’t ghost your followers.

13. Branding Now Includes Packaging, Unboxing & Every Micro-Moment

What used to be an afterthought is now a full-blown branding experience.

⭐️ Lesson: 

Details = delight. Invest in the small stuff.

14. Purpose Became a Purchase Driver

People want to support brands that support something.Environment, equity, ethics.

⭐️ Lesson: 

Make it meaningful, not just marketable.

15. Voice Became Visual

Brands talk now — in captions, newsletters, DMs, and audio. Your tone is a design element.

⭐️ Lesson: 

If your brand had a microphone, what would it say? (And would people stay to listen?)

16. Attention Spans Shrunk to Nanoseconds

You have about 3 seconds to grab attention. Blink and they’re gone.

⭐️ Lesson: 

Hook hard. Then hold with value.

17. E-Commerce Made Branding 100% Digital

Shopping used to mean storefronts. Now? Brand trust happens without ever stepping inside a store.

⭐️ Lesson: 

People are judging your brand before they even click “Add to Cart.”

18. Strategy Took Center Stage

Throwing spaghetti at the wall was the ’90s way. Now? Smart strategy or bust.

⭐️ Lesson: 

Brand clarity = marketing confidence.

19. Rebranding Isn’t Failure — It’s Growth

If you haven’t refreshed in 5+ years, your brand might be sending the wrong signals.

⭐️ Lesson: 

A rebrand is a glow-up, not a goodbye.

20. Visual Identity Went from Static to Fluid

We now need logos that adapt to reels, favicons, apps, and animations.

⭐️ Lesson: 

Your brand needs a wardrobe, not a uniform.

21. Storytelling Became Strategy

Facts tell. Stories sell. Every brand needs a narrative arc.

⭐️ Lesson: 

Be the guide, not the hero. Your customer is the star.

22. Data Got Personal

From behavior tracking to retargeting ads, data got smarter — and a little spookier.

⭐️ Lesson: 

Use data to serve, not stalk.

23. Ethics Became Essential

Greenwashing? Hard pass. Brands are now being held accountable — loudly.

⭐️ Lesson: 

Integrity is the new influence.

24. Word of Mouth Became World of Screens

A single review or TikTok mention can launch or sink a brand.

⭐️ Lesson: 

Make sure your customer experience is share-worthy.

25. Al Went from Sci-Fi to Strategy

Tools like ChatGPT are now helping businesses create, plan, and elevate — with a human touch.

⭐️ Lesson: 

Use AI to enhance your voice, not replace it.

26. Speed Now Matters More Than Perfection

Launch scrappy, iterate smart. Waiting until it’s “perfect” often means never launching at all.

⭐️ Lesson: 

Progress > perfection. Always.

27. Multi-Touch Marketing Took Over

One platform? One post? Not enough. Today’s buyers need multiple points of contact.

⭐️ Lesson: 

Be visible where your audience is — and be consistent when you show up.

28. Accessibility Is No Longer Optional

If everyone can’t access your content, design, or site, you’re excluding potential clients.

⭐️ Lesson: 

A truly modern brand is an inclusive brand.

29. Branding Is No Longer a Luxury — It’s a Lifeline

In a saturated market, strong branding isn’t just “nice to have.” It’s your most valuable business asset.

⭐️ Lesson: 

You’re either memorable or forgettable. The difference is branding.

Some last thoughts…

From 1996 to 2025, One Thing Hasn’t Changed…

A powerful brand still opens doors, attracts dream clients, and builds legacies.

Trends shift, tools evolve, and tech gets fancier — but branding done right? That’s timeless.

Thank you for being part of this journey — whether you’ve been with me since floppy disks or found me on Instagram last week. You’re the reason I do what I do.

Here’s to the next evolution, the next transformation, and the next 29 years of brilliance.

a little P.S. … said with love & care …

If your brand’s feeling a little stuck in 2015 and is holding you back, it probably is. Don’t wait for the “perfect” time to rebrand — make the time now. Your future self (and customers) will thank you. Let’s chat. Or better yet, let’s brandstorm and give your brand the glow-up it deserves.