Clean Slate Brands - Come i brand possono guadagnare fiducia partendo da zero.

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  • 1. CLEAN SLATE BRANDSwww.trendwatching.com 1CLEANSLATEBRANDSHeritage is the new baggage ;-)trendwatching.com’s free monthly Trend Briefing April 2013trendwatching.com/trends/cleanslatebrands
  • 2. CLEAN SLATE BRANDSwww.trendwatching.com 2DefinitionNewer, better, faster, cleaner, more openand responsive; consumers are rushingto CLEAN SLATE BRANDS and are nowactually lavishing love, attention andtrust on brands without heritage andhistory.There’s a profound shift in power taking place in the businessarena. With a whole new breed of exceptional new brandsliving by the rules of Business 3.0, consumers are nowattracted to unproven and unknown brands the way theywere attracted to established brands in the past. In fact,‘established’ is now often just another word for tired if nottainted. The future belongs to CLEAN SLATE BRANDS.
  • 3. CLEAN SLATE BRANDSwww.trendwatching.com 31. LUST FOR THE NEWDriving this trend:As we highlighted in NEWISM, the consumer arena has never been more fixatedon the ‘new’. Thanks to the democratization and globalization of innovation (notto mention the celebration of entrepreneurship), brands and individuals from allcorners of the world are now working around the clock to dream up and launchendless new products and services, that are truly better and more excitingthan current offerings (lower barriers to entry has gone from buzzword to reality,especially online).And to underscore the ‘for and by’ element of the democratization of innovation,new players are by default more nimble and laser-focused on what consumerswant now (as opposed to yesterday) than the bigger legacy-laden brands theycompete with.So from being something that was pushed to consumers by businesses (‘new andimproved’), the ‘new’ is now subject to an increasingly strong pull from consumers.Excited by positive experiences of a ‘new’ that is genuinely ‘better’, consumers arehungry for more.Why for consumers, ‘new’ now truly means ‘better’
  • 4. CLEAN SLATE BRANDSwww.trendwatching.com 42. INSTANT TRUSTDriving this trend:The whole concept of ‘brands’ rests on the idea that consumers needrecognizable, trusted symbols, honed over many years, to help them navigate thewealth of available choices. However this idea is being swept aside in a businessarena* now characterized by INSTANT TRUST.* This trend is most relevant in mature economies, where trust in big businesshas never been lower: only 28% trust big business in the UK, 30% in Japan, 32%in Australia, 33% in the US and 34% in Canada. In emerging markets however,consumers’ trust levels are much higher: 83% in China, 72% in Turkey, 65% inBrazil and India (Havas, January 2013). The question is: will big business maintainthis trust?Why consumers are immediately comfortable, even prefer,turning to CLEAN SLATE BRANDS
  • 5. CLEAN SLATE BRANDSwww.trendwatching.com 5IMMEDIATELY KNOWN BORN CLEANSIMPLE TRUTH FUTURE FAITHNow that experiences are increasingly shared,and even the newest of the new is instantlyreviewed and rated, consumers have THEF-FACTOR, and feel more confident in beingearlier and earlier adopters.CLEAN SLATE BRANDS better reflect thezeitgeist. The fact that they are (by definition)newly established, means that they oftenhave ‘new’ business values – such as higherenvironmental, ethical and social standards –deeply baked into their business models andpractices. Just witness how the values of local,storied, sustainable, progressive new businesseshave been consistently appropriated by bigbusinesses, as they stumble to catch up here.CLEAN SLATE BRANDS’ simple, leanoperations (everything from fair laborpractices, transparent supply chains andclean design) are easily understandable –and therefore trusted – by consumers. Andwith scandal after scandal (from financialproducts to horsemeat) being blamed onexcess ‘complexity’, who can blame them?Business practices are now totally transparent(and if not, merely waiting to be exposed).CLEAN SLATE BRANDS know this. Consumersknow that CLEAN SLATE BRANDS know this.Which explains why, on top of the fact thatCLEAN SLATE BRANDS, almost by definition,cannot have sinned yet (they’ve just started, afterall), consumers trust them to act correctly in thefuture too.92% trust recommendations from friends and family above all other forms ofadvertising, up 18% since 2007. Online consumer reviews are the second mosttrusted source of brand information with a 70% trust rating, up 15% since 2008.Television ads were trusted by only 47%, down 24% since 2009. - (Nielsen, April 2012)The average age of brands inMillward Brown’s BrandZ Top 100Global Brands Report has fallenconsistently, from 84 in 2006 to 68 in2012. - (Millward Brown, May 2012)Brands that simplify customer decision-making are 115% more likely to berecommended.(Corporate Executive Board, May 2012)64% of global consumers think mostcompanies are trying to be responsibleonly to improve their image. -(Havas Media, 2011)Or, to put it another way, many ‘old’ brands were set up in the era of industrial capitalism, when secrecy was a source of competitive advantage and shareholdersencouraged pursuit of profit at any cost. Now the world has changed, but even older brands that want to reposition themselves have a hard time wrestling with internalfiefdoms, convoluted legacy systems and opaque supply chains (something that many big company readers of our Trend Briefings might have first hand experience of ;-).INSTANT TRUST - Four forces are making consumers immediately comfortable with (and even prefer) turning to CLEAN SLATE BRANDS:
  • 6. CLEAN SLATE BRANDSwww.trendwatching.com 63. OPEN OPERATIONDriving this trend:CLEAN SLATE BRANDS are natives in a land where communication with brandsis two-way, participatory and less reverential, and as such can connect withconsumers in a way that older brands often struggle to.Whether it’s through offering financial support, by helping to shape a brand’soperations, or even by contributing to the product itself (see the Lockitron, CoffeeJoulies and Waze examples below), customers of CLEAN SLATE BRANDS oftenfeel more in control – a basic human desire – and that they have a meaningfulrelationship with the brand*.* Yes, we too hate the idea that all consumers want to ‘have a relationship’ withany brand they buy from ;-) There are many purchases that are, and will remain,purely functional. But even in traditionally ‘low involvement’ categories such asdomestic care, CLEAN SLATE BRANDS with strong stories and identities canthrive. Witness for example how Method’s design-led, eco-friendly productssucceeded against P&G’s and Unilever’s.Why using or buying from CLEAN SLATE BRANDS feelsmore meaningful
  • 7. CLEAN SLATE BRANDSwww.trendwatching.com 7Launched in September 2012, Wewi is the firstever organic soda to be produced in Brazil.The low calorie soft drink is made from 100%organic Amazonian guarana, organic sugar andcarbonated water, and is free of artificial flavoringsand preservatives.Wewi: Brazil’s first everorganic soda is made withAmazonian guaranaIn December 2012, the creators of Coffee Joulies(a product which keeps hot beverages hotter forlonger) asked customers to vote to determinewhether or not the brand should move productionfrom an American factory to a less costly Chineseone. Consumers could help decide on the locationof manufacturing by making a purchase usingeither a USA or China coupon code. To reflect thelower costs of Chinese manufacturing, the discountusing the China coupon was USD 10, while the onefor the USA was only USD 5.Coffee Joulies: US-basedcompany lets consumersdecide whether to movemanufacturing to ChinaConsumers have always been attracted to local, authentic food and beverage brands. Here are just a couple of recent innovative examples:Examples of CLEAN SLATE BRANDS that are making waves »
  • 8. CLEAN SLATE BRANDSwww.trendwatching.com 8For an example of how consumers will often offermore information to CLEAN SLATE BRANDS, look nofurther than Israel-based Waze, a smartphone traffic& navigation app that works by users disclosing theirpersonal information to form community edited maps.Far from causing an outcry from users, in 2012 Wazegrew its user base from 10 million to 36 million. Onereason is that this sharing contributes to a betterproduct: maps are constantly updated and incorporate‘real time’ changes through user data. Waze also has asocial aspect, with users able to sync with other driversto share information on traffic issues and gas prices.Waze: Crowd-sourcednavigation app grows from10 million to 36 million usersduring 2012No, CLEAN SLATE BRANDS won’t always be cleaneror more progressive (unfortunately). In January 2013,Beirut-based W Motors unveiled the HyperSport atthe Qatar Motor Show. With a 750 horsepower engine,the HyperSport is capable of a top speed of 240mph,and is priced at USD 3.4 million. The brand (which isthe first luxury sports car brand from the Arab region),planned to produce only seven units of the ‘hypercar’,however over 100 orders were received in the weekafter the car was launched. A signal that ultra-wealthyconsumers will spend serious money on a CLEANSLATE BRAND with no history or heritage, even if thatinvolves delivering a resounding ‘fuck you’ to any eco-concerns :-(W Motors: Luxury sports cardeveloped in the Middle EastTransport is just one industry seeing the emergence of CLEAN SLATE BRANDS:
  • 9. CLEAN SLATE BRANDSwww.trendwatching.com 9In September 2012, SmartThings raised over USD1.2 million on Kickstarter. SmartThings allows usersto connect physical objects to the internet, enablingthem to monitor and control doors, televisions, airconditioning, lights, heaters and more remotely via asmartphone app, and to receive notifications whenpeople or pets enter or leave their home. SmartThingsretail kits start at USD 299.SmartThings: Control ofobjects around the home viamobile appLockitron is a device and app that allows users tolock, unlock and share access to their front doorremotely through their mobile phone. Initially rejectedby Kickstarter, Lockitron formed its own crowdfundingcampaign to raise funds through pre-orders. The initialgoal of USD 150,000 was hit within 24 hours, and fivedays after launching the company had raised USD1.5 million, with reservations exceeding 1,000% of theoriginal target.Lockitron: Home security viasmartphone appConvenience-loving consumers are embracing products and services that make their domestic lives easier, even trusting the security of theirhomes to CLEAN SLATE BRANDS:
  • 10. CLEAN SLATE BRANDSwww.trendwatching.com 10UK-based TransferWise is a service that connectsconsumers seeking to exchange GBP and EUR(and since November 2012 USD), and avoidbank service fees, high commissions and/ or poorrates. Currencies are exchanged according to thecommon mid-market rate as reported by worldwidecurrency markets, rather than traditional retail bankrates, which are usually much worse. Since thecompany launched in January 2011, users haveexchanged over EUR 10 million and saved morethan EUR 500,000 in the process.TransferWise: Crowd-sourcedcurrency exchange undercutsbanksSimple offers its users simplified and accessiblebanking through online and mobile apps. Despitenot having the heritage and physical presenceof a traditional bank, Simple launched its first fullrelease in July 2012, working through the 125,000customer waiting list that it had built since itslaunch was announced in 2010.Simple:Digitalbankingstart-upfocusedoncustomerservicebuildsawaitinglistofover125,000CLEAN SLATE BRANDS are disrupting the personal finance industry, persuading consumers to hand over their financial data (if not actual cash)to services that promise more than incumbents:
  • 11. CLEAN SLATE BRANDSwww.trendwatching.com 11Snapchat is an app that enables users to shareimages that can only be viewed by the recipientfor a few seconds before they ‘self-destruct’. Thedevelopers announced in October 2012 that theservice was processing 20 million images a day,by December this had risen to 50 million per day;in contrast to the limited success achieved byFacebook’s similar ‘Poke’ application.Snapchat: Temporary photosharing app sees explosivegrowthSouth African social messenging app 2go sawcontinued strong user growth in 2012. Indeedin Nigeria, the service is pushing out Facebook(with over 10 million users, while Facebook has5 million). The number of Facebook users inNigeria was reported to have dropped by over300,000 between November 2012 and January2013, while 2go claimed to be adding 50,000 newregistrations a day.2go: South African mobilemessenger service beatingFacebook in NigeriaIn the tech world, the dizzying pace of change means that one moment’s CLEAN SLATE BRAND can quickly be overtaken by the next:
  • 12. CLEAN SLATE BRANDSwww.trendwatching.com 12The ‘personal genetics’ DNA testing company23andMe announced in December 2012 that it hadraised USD 50 million and was aiming to expandits genotyping to 1 million customers, up from the180,000 it had profiled to date.23andMe: Personal geneticscompany targets 1 millioncustomersEven in health, where consumers might be expected to be extra mindful about dealing with CLEAN SLATE BRANDS, upstarts are making waves:trendwatching.com/premiumOur Premium Service, gives you ALL the must-knowconsumer trends, insights and innovations in 2013-14,and then the ability to share and (profitably) applythem too. Don’t miss out, your competitors (big &small) may well already have access...MORE »Trend Database +Monthly Updates + TipsIndustry Trend ReportsThis free Trend Briefing is obviouslyonly the tip of the iceberg.2013 Trend Report
  • 13. CLEAN SLATE BRANDSwww.trendwatching.com 13Who Gives a Crap is a brand of toilet paper fromAustralia which donates 50% of its profits to helpbuild toilets in the developing world. The brandreached its target on crowdfunding site Indiegogoin August 2012, raising USD 50,000 in 50 hours.A 24 pack of rolls is priced at USD 20. Proof thatthere’s room for CLEAN SLATE BRANDS in eventhe most staid and ‘mature’ industries ;-)Who Gives A Crap: Toiletpaper brand donates profitsto help build toilets in thedeveloping world“CLEAN SLATE BRANDSoften have ‘new’ businessvalues - such as higherenvironmental, ethical andsocial standards - deeplybaked into their businessmodels and practices.”Non-profits and social businesses are not exempt from the CLEAN SLATE BRAND phenomenon. Just one example:
  • 14. YOUR ASIAN AND SOUTH AMERICANINNOVATION SPRINGBOARDS FOR 2013-2014!Our new Asia Pacific and South & Central American Trend Reports bring you emerging consumer trends and dozensof recent innovations that are begging to be applied now. Each 100+ page, stand-alone report gives youthe crucial consumer trends, insights & innovations in these regions.Order now at the special launch price and get instant access!Speciallaunch priceavailable.40+examples& insightsregionalexamplesfeaturedtrendsFIND OUT MORE »
  • 15. CLEAN SLATE BRANDSwww.trendwatching.com 15IMPLICATIONS and OPPORTUNITIESFirst, let’s get one thing straight. The CLEAN SLATE BRAND trend won’t wipe outall desire for brands with history and heritage. There will still be some consumers,at least some of the time, who will want to turn to established, proven productsfrom trusted, well-respected brands. Or lust after illustrious brands that go backdecades if not centuries. Remember, no trend ever applies to all consumers, all ofthe time.But CLEAN SLATE BRANDS is a trend driven by a profound shift in consumerpreferences, and as such should get entrepreneur‘s juices going, while at thesame time making switched on business professionals instantly question theattitude, tone, structure and approach of their brand.And while the ranks of CLEAN SLATE BRANDS might be filled with innovativesmall businesses and fresh start-ups, the characteristics behind successfulCLEAN SLATE BRANDS can be adopted by any brand, including old, big ones:
  • 16. CLEAN SLATE BRANDSwww.trendwatching.com 16IMPLICATIONS and OPPORTUNITIES• Learn from the excitement of CLEAN SLATE BRANDS and seize theopportunity to do things differently. Think new products (such as Nike’srevolutionary super-sustainable Flyknit running shoe), or even wholenew business ventures (such as Kenyan mobile operator Safaricom’sM-Shwari savings service).• Reduce complexity: Take a leaf from BMW’s ‘We Only Make One Thing.The Ultimate Driving Machine.’ campaign, or pare back bloated productportfolios and company structures. Bring clarity and speed to internaldecision-making, and watch as consumers find it easier to understandeverything about your brand.• Bake in responsibility: Witness how even established brands such asPatagonia attempt to keep their slate clean with high-profile commitmentsto sustainability (such as the brand’s Footprint Chronicles initiative).• Speak with an authentic voice and have something interesting to say, andbig brands too will connect meaningfully with consumers. Witness WholeFoods’ wholesome, helpful Twitter account, now followed by over 3 millionpeople.• And if your brand feels too large and unwieldy to become a CLEANSLATE BRAND, then why not partner or even nurture those that are? FromTelefonica’s Wayra Academy (active in 13 territories across Europe andSouth & Central America), to P&G and General Mills’ recent collaborationwith crowdfunding portal CircleUp, this is a great way for even the largestof companies to tap into the CLEAN SLATE BRAND trend.While you wipe the slate clean, we’ll be hard at work on our next TrendBriefing. If you’re not subscribed yet, please do so here » Don’t mess up ;-)
  • 17. To receive our free monthly TrendBriefings by emailsign upNeed access to all the vital consumertrends, insights and innovations? OurPremium Service is for you.2013PremiumServiceRead all our previous free Trend Briefings, all theway back to 2002!Each 100+ page, stand-alone report gives youthe crucial local consumer trends, insights &innovations in these regions. Order now at thespecial launch price and get instant access!Previous TrendBriefingsAfter last year’s successful seminars, we’re working hard ona new series of Consumer Trend Seminars. They will takeplace in 2014 in: São Paulo, Sydney, Singapore, London,Stockholm, Amsterdam and New York! Subscribe to the latestupdates, and view images from previous seminars.Share this Trend Briefing with your team, yourclients or your friends, and make sure they’re in theknow too.If you have any comments, suggestionsor questions then please do let us know.Just email:PAUL BACKMANClient Services Managerpaul@trendwatching.comAbout usEstablished in 2002, trendwatching.comis the world’s leading trend firm, scanningthe globe for the most promising consumertrends, insights and related hands-onbusiness ideas. Our Premium Service countsmany of the world’s leading brands asclients, while our free monthly Trend Briefingsgo out to over 200,000 subscribers in 180countries.More at www.trendwatching.comNEXTEnjoyed this Trend Briefing? Want more?Click below and make sure you stay on top of all the trends, insightsand innovations that matter:ShareSouth & CentralAmerica+ Asia Pacifictrend reportsTrendSeminars