• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Inflection Point: Where Will 2013 Take Us?
 

Inflection Point: Where Will 2013 Take Us?

on

  • 509 views

Major events in 2012 laid the groundwork; Anthem Worldwide predicts that 2013 will be a year defined by inflection points that will change how you do business. Learn about what is happening in our ...

Major events in 2012 laid the groundwork; Anthem Worldwide predicts that 2013 will be a year defined by inflection points that will change how you do business. Learn about what is happening in our environment and with consumers and shoppers to shape the 2013 trends we expect to see.

See Kathy Oneto's full presentation with video on the BrandSquare YouTube Channel: http://ar.gy/38pv

Statistics

Views

Total Views
509
Views on SlideShare
509
Embed Views
0

Actions

Likes
0
Downloads
7
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Inflection Point: Where Will 2013 Take Us? Inflection Point: Where Will 2013 Take Us? Presentation Transcript

    • INFLECTION POINT:WHERE WILL2013 TAKE US?Kathy OnetoVICE PRESIDENT, BRAND STRATEGY
    • WHAT IS SIGHTINGS? SIGHTINGS is an Anthem quarterly publication that offers inspiring inspirations from around the globe. We examine trends in marketing, innovation, branding, and design.Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • WHAT IS SIGHTINGS? Sightings is also an approach that can be applied to your brand, category, and product to guide strategic decisions. CATEGORY ANALOG ENVIRON- CONSUMER & MENTAL SHOPPER SIGHTING THE IMPACTProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • ON TO 2013.Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • A RICHER, SIMPLER, AND SMARTER 2013 2012 was an eventful year around the globe: • Political and economic changes • Global celebrations • Scientific phenomena and discoveries • Continued consequences and impacts of the Great Recession Yet: • Attitudes and movements in neutral • Awaiting decisions to be made and events to subside to determine the future trajectory With a view toward 2013, it’s hard to predict where the winds will take us. It’s a time of polarity and dueling choices. It seems we’re at an inflection point, awaiting a sign or a signal to guide us one way or the other. Where will world events take us next? Where is sentiment leaning? We predict 2013 will get us moving toward a new equilibrium, a place of balance that’s richer, simpler, and smarter.Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • CONSUMER & MACRO SHOPPER TRENDS TRENDS & COUNTER- TRENDSProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • CONSUMER & MACRO SHOPPER TRENDS TRENDS & COUNTER- TRENDS 10 SightingsProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • MACRO TRENDSProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • 2013 MACRO TRENDS Digital and Data Expansion Broad, Dynamic Change !"#$%&% !()*+",*+-./0!1 $ $ Battle of Brick Mainstream & Mortar vs. Entrepreneur Digital Give It to Me Now Culture $ $ $ $Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • Broad, Dynamic Change • People shifting their consumption and shopping patterns • Marketing toolkit evolving and expanding at an exponential rate • Cost of goods pressures continue unabated !"#$%&% • World moving at a breakneck speed !()*+",*+-./0!1 • Changing consumer demographic $ landscape • Differing views on targeting global markets • Instability caused by the many exposés of $ misbehavior throughout the worldProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • !"#$%&% !()*+",*+-./0!1 $ $ Give It to Me Now Culture • Consumers ever more impatient, expecting more now with no time to waste • Expectation and ante are real-time, because everyone is always on, all the time • Looking to cut through the clutterProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • $ Mainstream Entrepreneur • An entrepreneur mindset is becoming the view of many vs. what used to be the view of few • The entrepreneurial spirit is taking hold from Des Moines to Berlin to China to Afghanistan • More tools and services are available to help people succeed and make their own success, limiting the downside risk $ $ $ $ Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • Battle of Brick & Mortar vs. Digital • The retail landscape is being redefined based on new technologies and new shopper behaviors... • ...from big box stores becoming obsolete to social media web sales gaining traction • This holiday season was a whole new game with the most intense battle ever between brick and mortar stores and digital shops • New shopping models will continue to expand $ $ $ $Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • Digital and Data Expansion • Our communication vehicles and content continue to expand and transition toward digital • More is being saved across businesses and applications on servers and in the cloud • Which means availability of information about consumers and their digital behaviors—a mass of data that’s being mined and utilized for uses beyond most people’s imaginationsProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • CONSUMER & SHOPPER TRENDS & COUNTER- TRENDSProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • YOUTHFULNESS VS OLDER & WISERProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • YOUTHFULNESS OLDER & WISER CONSUMER ENGAGED, VS THE ART OF SKIMMING SHOPPER INFORMEDProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • YOUTHFULNESS OLDER & WISER CONSUMER ENGAGED, THE ART OF SKIMMING SHOPPER INFORMED GLOBAL VS LOCALProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • YOUTHFULNESS OLDER & WISER CONSUMER ENGAGED, THE ART OF SKIMMING SHOPPER INFORMED GLOBAL LOCAL LOSS OF HUMAN VS LOWERED HUMAN & CONNECTION CONSUMER BARRIERSProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • YOUTHFULNESS OLDER & WISER CONSUMER ENGAGED, THE ART OF SKIMMING SHOPPER INFORMED GLOBAL LOCAL LOSS OF HUMAN LOWERED HUMAN & CONNECTION CONSUMER BARRIERSDO MORE FOR ME CREATE MYSELF VSProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • CONSUMER & MACRO SHOPPER TRENDS TRENDS & COUNTER- TRENDS 10 SightingsProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • DEEPENING CONSUMER BRAND RELATIONSHIPS • Today’s cultural environment is one in which trust still needs to be earned • Marry this with consumers losing human connection, and it provides brands with the opportunity to earn that trust and deepen relationships • Brands will shift to: providing solutions and demonstrating how they can be with BRANDS consumers throughout the stages of their lives and become a trusted partner, always by their sides FOR LIFE WHAT IT MEANS FOR MARKETERS Today brands have an opportunity to go beyond delivering product functions and their related emotional benefits, to laddering even higher to more meaningful human-related benefits such as trust, reliability, and support, building bonds that can last a lifetime.Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • BUILDING BETTER SOLUTIONS TOGETHER • Where once companies sought to build everything themselves and make it perfect out of the gate, some companies are now creating platforms upon which others are building businesses themselves • It’s a new model of innovation—instead of starting from scratch, businesses build upon platforms to create new INNOVATION products and services, sometimes beyond what anyone had imagined WHAT IT MEANS FOR MARKETERS ECOSYSTEMS While our natural instinct is to be protectionist and seek competitive insulation, marketers just might find that their next new innovation is not dependent upon their companies or brands alone. Today our more open innovation ecosystems simply can make more possible.Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • BRAND NAMES AS SOUND BITES • Consumers today are skimming to get a quick read on what a brand or product is about • In order to build quick awareness, brands are encapsulating their key message—either the functional product benefit, point of difference, or positioning—into their brand name GET TO WHAT IT MEANS FOR MARKETERS For new brands, take your positioning statement, key brand benefit, or elevator pitch and put it into plain English to create a brand THE POINT name. For existing brands, apply this clarity and simplicity of messaging to all forms of communication from packaging to digital. Skip the marketing mumbo jumbo and get to BRANDING the point.Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • WHEN LESS FINALLY MEANS MORE • Minimalist design caters to consumers’ desire to absorb information quickly and easily given their increasingly impatient nature • Packaging, print media, and products are leveraging form, iconic visuals, and color to cut to the chase and simplify communication to just the mandatories MINIMALIST WHAT IT MEANS FOR MARKETERS Less is really more—while a marketer may be concerned that they won’t get their message across, minimalist design can help deliver the DESIGN intuitive responses they seek for their brands at the point-of-decision. Tell your story in as simple and consumable a way possible, leveraging design cues and copy to drive purchase decisions and build affinity.Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • SIMPLY CLOSING THE SALE • Retailers are optimizing product offers and taking away any barriers to purchase in the moment, in turn simplifying the decision process • From offline to online, retailers are using advanced technology to offer shoppers the right product (targeted) at the right price (best value) at the right place (online convenience or the in-store RIGHT PRICE, experience) and at the right time (immediately) RIGHT PLACE, WHAT IT MEANS FOR MARKETERS It’s the job of the marketer to deliver this set of “right” attributes to the shopper, which will in-turn increase purchase, customer loyalty, RIGHT TIME and recommendations to others. It requires an understanding of shopping behavior from need states to occasions to trip types, and then simplifying the shopper’s purchase process, thereby giving the shopper confidence in her selection.Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • FUSION CULTURE HELP ME SIMPLIFY REDEFINED CULTURAL SYMBOLS SMARTER HEALTH HIDDEN COSTS OF THE DIGITAL AGEProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • DOWNLOAD THE ISSUE: http://www.schawk.com/knowledge- center/white-papers CONTACT KATHY: Kathy Oneto, VP Brand Strategy kathy.oneto@anthemww.comProprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
    • Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES