Branding Trends for 2010 from Marketing Charts

10 Branding Trends for 2010:

Though US economists are cautiously predicting an uptick in consumer spending next year, the post-recession landscape will present brand marketers with new challenges, new engagement realities and new rules, and will increase pressure to prove how and why branded products deliver value, according to (pdf) Dr. Robert Passikoff, president of Brand Keys. Using what Passikoff calls “predictive loyalty metrics” gleaned from consumer data his firm collects, Brandkeys analyzed the likely consumer values, needs and expectations for the next 12-18 months and offered the following 10 trends:

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

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

“Because I said so” is over: Brand values can be established as a brand identity, but they must believably exist in the mind of the consumer. A brand can’t just say it stands for something and make it so. 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.


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 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.


Old tricks don’t - and won’t - work anymore: 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more aware then ever of the hollowness of bank ads that claim “we’re all in this together” when those same banks have rescinded their credit and turned their retirement plan into case studies.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 - such as Seinfeld & Microsoft or Tiger Woods & Buick. Celebrity values and brand values instead need to be in concert.

Consumers won’t need to know a brand to love it: As the buying space becomes even more online-driven and international (and uncontrolled by brands and corporations), front-end awareness will become less important. A brand with the right street credibility can go viral in days, with awareness following - not leading - the conversation.

It’s not just buzz: Conversation and community is increasingly important, and if consumers trust the community, they will extend trust to the brand. This means not just word of mouth, but the right word of mouth within the community. This has significant implications for future of customer service.
Consumers talk with each other before talking with brands: Social networking and exchange of information outside of the brand space will increase. This - at least in theory - will mean more opportunities for brands to get involved in these spaces and meet customers where they are.

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: The platform (TV; online), the context (program; webpage), the message (ad or communication), and the experience (store/event). At the same time, they also will realize that brand engagement will become impossible using out-dated attitudinal models.

Thanks for these

What do you think about Farm-washing...?

Here's an interesting article about not just the way our foods today are processed, but the way they are packaged and branded...can we still keep on branding foods like they come from the farm...or do we need to industrialise the imagery used...would anyone buy butter or goats cheese if it showed a picture of a large computerised industrial churner making the cheese?

With the results of a recent survey in the UK press showing that organic foods have no more benefits than ordinary goods...who's washing who?

What do you think? Are you working on food branding right now? What imagery are you using to portray these foods and why?
Here's the link to the feature on Brandchannel
http://twit.ac/EA-U.html

The Starck Reality of the French President's office accessories..oh, and the Euro!.

"Behind the summits and meetings, France wants its European presidency to be all about style and impeccable good taste.

Appalled by the tacky plastic pens, badges and Velcro-fastening free shoulder-bags that are often synonymous with major events like this, the foreign minister, Bernard Kouchner, has enlisted an artistic director: Philippe Starck, the French design guru famous for his style pieces, from chairs to juice-squeezers.

"There are lots of things that traditionally are given to journalists, ministers, delegates," Starck has explained to the news agency AFP. "For the first time in the history of the EU, everything produced will be of high quality."

Starck, famous for interiors that included the private apartments of former Socialist president François Mitterrand, will style select interiors and exteriors of buildings for some events.

He has also produced more than a dozen EU presidency items, including pens, notebooks and small bags which will be given out to delegates. The stylish goodie bags have already caused ructions when a Starck-designed European briefcase was sent to all French MPs, featuring stationery, a towel rail and a pale grey tie. Some of the women MPs, who all received the ties, denounced it as the height of male chauvinism.

But for ordinary EU citizens unable to blag a set of Starck freebies, he has designed a special two-euro coin - 20 million of which will go into circulation across Europe from today.

"Bernard Kouchner wants the French presidency to have a very interesting, very creative profile, " Starck said. The idea was to show "a very modern, very creative France of high technologies, not France wearing a beret, but an avant-garde France"."
The Guardian 1 July 2008

Starck has also just been commissioned by the BBC to head up a new series about the future of design. Why didn't they choose someone English, there's so many fab designers in the UK - why Starck! He needs to do one over here....the deco revolution has started in France, and soon we'll have "trés grande designs" "Brico SOS" and "Comment reviver votre longere"

If you don't know MOO, you should!

It's a great place where you can print as many images as you want on the back of your business cards, as well as lots of other interesting personalised promotions....great for small businesses, or for personal cards or promotions. Take a look at MOO here....

What's in a name...

I was reading one of my favourite french blogs - Why Travel to France, and came across this today....two flavours of jam - 'Arse scratch' and 'Old boy' - mmmm wonder what's inside? France has a knack of producing products with interesting names...how about French Rabbit wine - sold in a tetrapak! Or Le Freak and Elephant on a Tightrope, developed for English speaking audiences to help flagging sales of French wine. What do you think of this strategy?

Has John McCain gone Branding Bonkers? He wants to literally 'brand' democrats!

MINNEAPOLIS, Minn. (CAP) - Republican presidential hopeful John McCain is refusing to back down from incendiary statements he recently made suggesting that registered Democrats be branded with a letter 'D' in order to tell them apart from "real Americans." He made the suggestion at a campaign stop in St. Paul.

"My friends, these Democrats - they walk among us, and we don't even know it," McCain said at a town hall meeting. "They wear our clothes. They eat our food. They pee in our toilets.

"And if there's anything that Vietnam has taught me, it's that you don't pee in another man's toilet," McCain added after a lengthy pause.

Under McCain's proposal, every voting precinct in the country would be assigned a Precinct Branding Officer, who would be equipped with a steak branding iron containing a 1 1/2" high letter 'D' on a 10" long handle. As voters declare their party affiliation at the polls this November, they would be branded as appropriate before being allowed to vote.

"It's really not as archaic as it sounds," said McCain spokesperson Sylvester McBean during a phone interview with CAP News. "I mean, they can pick where they want to be branded; it's not like we're gonna slap a 'D' on their forehead if they don't want. And we will have registered nurses on hand in case things don't go quite as planned.

God help us if he gets into power!

What do people say behind your back?

''We already have a personal brand, whether we have consciously developed it or not,'' says Europe's leading authority on personal branding, Lesley Everett. ''Your personal brand is what people say about you, behind your back,'' she explains succinctly.

A personal brand, according to Everett, is a collection of powerful and clear ideas people have about us, when they think of us, though most of the time we're not clear about what people are actually saying about us behind our back.

Often, the creation and management of the personal brand is left to chance, because we as individuals are unaware of what perceptions other people have of us. Personal branding is about taking control of your personal brand, managing those perceptions, in a way that reflects who you are as an authentic person, and making sure people ''get you'' when they mean you, rather than judge you to be someone you are not.

A personal brand evolves over time, with a layer being added by everything you do everyday. Everett says that simple things, like a chat at the coffee machine, the email you sent, the message you left on the voice mail, every meeting and presentation contribute to building your brand. These interactions work as the counterpart of ''brand touchpoints'' for product and corporate brands.

Just as the old maxim ''your reputation precedes you'' goes, your personal brand too travels far and wide, and its reach is almost limitless, says Everett. ''Like ripples, you know they travel outwards, though you don't know how far they will go,'' she explains. This makes it all the more important for you to take proactive control of your personal brand.

Is it all about the image?
''Image is part of the personal brand,'' says Everett, ''but on its own, image can be perceived as being very superficial.'' Personal branding, as taught by Everett and her Walking Tall methodology, starts developing the personal brand from inside out.

Motivators, drivers, beliefs, values, standards, and strengths are those parts of the personal brand that are not visually apparent to people. What people do see, is the stuff that is ''the tip of the iceberg'' as Everett chooses to call it – the myths that they judge you on – which comprise voice, body language, dress and appearance, attitude and behaviour.

Personal branding is about creating a congruence between the apparent, and the inside. ''The starting point,'' according to Everett, ''is to think about what you really stand for, and then think about how you are going to package yourself and how you are going to project yourself so that people judge you in the way that you want to be judged.''

The personal brand and corporate brand
''People are becoming the strongest element of the corporate brand,'' explains Everett, irrespective of the fact whether you are an entrepreneur, or whether you work for a large, global organisation. So, how do you personify the brand attributes of the corporate brand? In situations where you fail to deliver more than once, people tend to see you and inefficient and unreliable, which if different to how you see yourself at that point of time, as you may not have been able to get that report delivered, or do that promised call back on account of other interruptions that life threw in your path. Everett shares the example of working with a company that had responsiveness as one of their values, but each time she telephoned them, their voice mail would kick in, and it would take three days or more for the call to be returned. This made an absolute mockery of their brand value of responsiveness," says Everett.

If you want to know how to Walk Tall with your own brand, take a look here...

What do you want to drink?

Do you usually answer "whatever"? My husband does and it drives me mad, we usually spend 5 minutes debating all the drinks there could be at the bar, and he ends up by saying, I don't mind, you choose whatever.

Well this drink is for you my love! It's just perfect, cos the next time, I shall serve it up to you, by saying "OK you asked for whatever, now you've got it!"

"Singapore beverage company Out of the Box has launched two complementary brands: Anything and Whatever. Anything is fizzy and comes in six flavors (Cola with Lemon, Apple, Fizz Up, Cloudy Lemon and Root Beer), while Whatever is non-carbonated (Ice Lemon Tea, Peach Tea, Jasmine Green Tea, White Grape Tea, Apple Tea, Chrysanthemum Tea). The surprise part? Consumers
don't know which flavour they're getting until they take a sip. Cans are simply labelled Anything and Whatever, and the list of ingredients is limited to generic wording. Worth bringing a surprise to market in 2008, even if it's just a one-off, and even if only to make me feel really happy - the next time."

Its all down to our DNA...

Personalisation is already here is many of our products and brands, but now we have a new trend which relates to our DNA - how personalised is that? Here are two examples...

DNA 11 creates personalized art from DNA and fingerprints. For DNA art, a simple method of non-invasive collection includes a mouth swab. The company then harvests a sample of the client’s DNA to capture their genetic fingerprint and transforms it into an artistic representation of a person’s life code. Prices range from EUR 299 to EUR 892. To get started, clients simply select a size and custom color. DNA 11 then sends out a FingerPrint collection kit that includes: a fingerprint collection card, easy-to-use ink strips, and step-by-step directions.

Story and images thanks to www.trendwatching;com



Along the same lines, My DNA Fragrance makes individual fragrances by incorporating their clients’ DNA. The company sends customers a home swab kit to collect the DNA sample, which they then use to create the perfume. The one-time DNA swab and lab test costs USD 99.99, while a 4oz. bottle costs USD 134.99. From the site: “The fragrance is subtle and explodes into your unique mixture of exotic smells. The fragrance is delivered in a 4 oz. aluminum bottle which preserves the freshness of your fragrant elixir.” Soon to follow: lotion, bath products, and shampoo & conditioner.

Worried about your status...? Worry no more!

Don't worry brand manager's have got that sorted, they will tell you how to communicate your status when you buy their brand. It's the latest trend according to Trendwatching/Spring Spotter, a great trend web-site I pop into from time-to-time!

This trend is called STATUS STORIES: As more brands (have to) go niche and therefore tell stories that aren't known to the masses, consumers will increasingly have to tell each other stories to achieve a status dividend from their purchases. Expect a shift from brands telling a story, to brands helping consumers tell status-yielding stories to other consumers.

Have you bought anything recently you want to tell us about? How about these juices, aren't they beautiful? Serve them up at your dinner table and see your guests desperate for the story behind them - the status story of course...

When a brand becomes a building...

Now this is what I really call 'brand architecture!'