10 branding trends for 2010 (based on Brand Lounge)

Es imposible no estar de acuerdo con esta prospectiva de marca elaborada por la prestigiosa consultora de marketing Brand Lounge. Se podía haber traducido, pero no soy nadie para modificar un mm el sentido de sus palabras. Aquí van les 10:

1) Value is the new black.
Excessive spending, even on sale items, will continue to be replaced by a reason-to-buy at all. This is trouble for brands with no authentic meaning, whether high-end or low.

2) Brands increasingly a surrogate for “value.” What makes goods and services valuable will increasingly be what’s wrapped up in the brand and what it stands for. Why J Crew instead of The Gap? J Crew stands for a new era in careful chic—
being smart and stylish. I el suport de la marca de la primera família no fa mal tant.

3) Brand differentiation is Brand Value.
The unique meaning of a brand will increase in importance as generic features continue to plague the brand landscape. Awareness as a meaningful market force has long been obsolete, and differentiation will be critical for success—meaning sales and profitability.

4) “Because I Said So” is so over.
Brand values can be established as a brand identity, but they must believably exist in the mind of the consumer. Una marca no pot simplement dir que significa alguna cosa i fer-ho de manera. The consumer will decide, making it more important than ever for a brand to have measures of authenticity that will aid in brand differentiation and consumer engagement.

5) Consumer expectations are growing.
Brands are barely keeping up with consumer expectations now. Every day consumers adopt and devour the latest technologies and innovations, and only hunger for more. Smarter marketers will identify and capitalize on unmet expectations. Those brands that understand where the strongest expectations exist will be the brands that survive – and prosper.

6) Old tricks don’t work/won’t work.
In case your brand didn’t get the memo here it is: consumers are on to brands trying to play their emotions for profit. In the wake of the financial debacle of this past year, people are more aware then ever of the hollowness of bank ads that claim “we’re all in this together” when those same banks have rescinded their credit and turned their retirement plan into case studies. The same is true for insincere
celebrity pairings: think Seinfeld & Microsoft or Tiger Woods & Buick. Celebrity values and brand values need to be in concert, like Tiger Woods & Accenture. That’s authenticity.

7) They won’t need to know you to love you.
Com l'espai de compra es fa encara més-línia impulsada i internacional (and uncontrolled by brands and corporations), front-end awareness will become less important. Una marca amb el carrer just credibilitat pot anar viral a dia, with awareness following, not leading, the conversation. Després de tot, everybody
knows GM, but nobody’s buying the cars.

8) It’s not just buzz.
Conversation and community is all: ebay thrives based on consumer feedback. If consumers trust the community, they will extend trust to the brand. Not just word of mouth, but the right word of mouth within the community. This means the coming of a new era of customer care.

9) They’re talking to each other before talking to the brand.
Social Networking and exchange of information outside of the brand space will increase. Look for more websites using Facebook Connect to share information with the friends from those sites. More companies will become members of Linkedin. Twitter users will spend more money on the Internet than those who don’t tweet.

10) Engagement is not a fad; it’s the way today’s consumers do business.
Marketers will come to accept that there are four engagement methods including Platform (Tv; Online), Context (Program; webpage), Missatge (Anunci o comunicació), and Experience (Store/Event). But there is only one objective for the future: Brand Engagement. Marketers will continue realize that attaining real brand engagement is impossible using out-dated attitudinal models.

Thanks https://brandloungeme.blogspot.com

Subscriu-te al blog

A més de rebre cada mes les novetats en el teu email, prendre el llibre electrònic de forma gratuïta:

El millor de 2023 i tendències 2024 en Personal Branding

per Guillem Recolons

ebook El millor de 2023 i tendències 2024 en Personal Branding

4 Reflexions sobre "10 branding trends for 2010 (based on Brand Lounge)”

  1. You must have a lot of pride in writing quality content. I’m impressed with the amount of solid information you have written in your article. I hope to read more.


Deixa el teu comentari

  Estic d'acord amb la política de privacitat

Informació bàsica sobre protecció de dades

Responsable» Guillem Recolons argenter

Finalitat» gestió de dubtes i serveis al client

Legitimació» consentiment de l'interessat

Drets» tens dret a accedir, rectificar i suprimir dades, així com altres drets, com s'explica a la informació addicional

Informació addicional» podeu consultar la informació addicional i detallada sobre protecció de dades personals a la meva pàgina web guillemrecolons.com