BY GLOBAL BRAND EXPERTS Trends in brand building Limor Erlichman CEO, Brand Architect כנס Creative ת " א 8.3.2007
Let’s look in the ball… References: Alycia de Mesa, Brandchannel, Feb 2007
1 " Less traditional marketing & advertising. "
" Marketers and Branders will need to understand how to integrate their brands into this type of experience , building entertainment and viral value. Less sales messaging ."
" We will see more product placement in films, TV, and on the bodies/lips of celebrities.”
2 " Technology and Brands merge ."
break away from traditional forms to promote their brand into the technology driven world of mobile advertising * Although print, TV, and radio still will play a crucial role in a company's brand, much of the younger population will experience new brands in the form of modern technology .
Ipods, MP3 Internet
3 Rise in 'experiential‘ marketing & advertising, and public relations.
It’s a free trial, no strings attached. TRYVERTISING, total relevance of placement, where people actually run. From athletic events to well-known running spots
4 The over “flooded” Consumer
" no longer enough for consumers to believe that brands are sincere in their communications; To succeed in 2007, brand communications must offer some additional value before the audience will even tune in "
5 Power to the people
Opportunities for consumers to be heard. Consumers are now listening to the voice of fellow consumers more than that of the marketer.
44% of the US online population publishes their thoughts and experiences they have with brands every day, positive or negative .
Empower the consumer . Sharing relevant learning. Creating environments & communities Product or service benefits that improve people's lives. Brands that will empower will be the brands that break away from the competition this year
6 Design Redefined
" convergence of value and design " Today's consumer is demanding both in their product offering. "
7 Green is King.
Think Good and Green . create new ideas, products, and experiences that make our world a better place. Achieve success by doing good . Consumers will likely to buy products from companies they perceive as socially responsible.
8 Some things never really change
Brands that walk the talk with their promise , and become an active part in the customer conversation, will flourish .
In 2007… Change from focusing, on building: brand experiences to building: customer experiences .
With good clothes you notice how good the clothes look , with great clothes you notice how great the person looks . So [it goes] with great brands… customers shouldn't notice the branding, but the great experience ."