SIGHTINGS A Look Forward: 11 Trends for 2011

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Keeping Things Close
Recently, consumers have been embracing everything “local” - from locally produced foods to local deals to local businesses. Whether motivated by environmental or economic concerns or a desire to be part of a community, it’s all about remaining close to home and the surrounding area. Many brands are not up on this trend and frankly may lose relevance and connection with their consumers by not going local themselves.

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SIGHTINGS A Look Forward: 11 Trends for 2011

  1. 1. SIGHTINGSA LOOK FORWARD:11 Trends for 2011
  2. 2. 11 TreNdSfor 2011 CoNSUmer Local: A Place Unlike Any Other 3 Give Me a Break 4 Change is the Only Constant 5 We, the Ordinary People 6 mArKeTING Neuromarketing: The Teenage Years 8 Life, Liberty, and the Pursuit of Happiness 10 The American Dream Thrives 12 No Free TV 14 BUSINeSS Flat Marketplace 15 Eye on China 16 Small is Big Again 17 2 ANTHem’S TreNdS for 2011
  3. 3. CONSUMER TRENDSLoCAL : A PLACeUNLIKe ANY oTHer Keeping Things Close While local businesses naturally have the upper hand on this one, it isn’t to say that national Recently, consumers have been embracing retailers can’t also capitalize on the movement. A everything “local” - from locally produced foods to few have done a great job of addressing the need local deals to local businesses. Whether motivated for local relevance. Trader Joe’s adds a touch of by environmental or economic concerns or a local flair by featuring murals relevant to their desire to be part of a community, it’s all about store locales and selections from local producers, remaining close to home and the surrounding and Starbucks has been experimenting with area. Many brands are not up on this trend and concept stores that feature materials sourced frankly may lose relevance and connection with locally. Whole Foods ensures a portion of its their consumers by not going local themselves. product mix is always sourced locally. Today’s consumers no longer want to see We believe companies that personalize and add a monotony in the marketplace, and they no touch of regional pertinence to their offerings will longer want to be seen as homogeneous. They be well poised to keep their customers loyal. respect companies that take into account their rIGHT: The mural outside the Trader Joe’s on Masonic Avenue in individuality. When businesses add a local touch, San Francisco reflects the city’s most famous landmarks: The they are providing their customers with a sense of Golden Gate Bridge, the Presidio, Haight-Ashbury, and the Palace ownership, uniqueness, and pride that speaks to of Fine Arts. their sense of identity. You won’t find Tito’s Texas LefT: The new store design at the 1st Avenue & Pike Street location of Starbucks in Seattle features columns, floors and ceilings that Cosmo anywhere else but Texas, and the locals were preserved from existing local buildings and wood cabinets will tell you such. made from fallen trees in the Seattle area. 3 ANTHem’S TreNdS for 2011
  4. 4. CONSUMER TRENDSGIVe me A BreAKA “Play Me, I’m Yours” pianoin the Astoria neighborhoodof Queens in New York City. The Rise of Random limited to those in just the surrounding areas to the internet world via YouTube and viral videos. Engagement It’s the ultimate vehicle to catch unsuspecting viewers by surprise. It’s been so effective in Out of the doldrums of the recession, a lethargic fact, we’re beginning to see more and more consumer base is starving for excitement. They’re companies sponsor flash mobs and join in on the craving activities out of the ordinary and they’re trend. However, while these flash mobs might be ready and willing to take a break from their capturing the eyes of consumers, they won’t help everyday routines to engage. them connect to your brand unless the program is made brand relevant. Suave’s recent New From the performance arts to business, York “hairography” flash mob, for instance, was mediums providing relief in the form of “random a success. It not only made the dancers’ hair engagement” are appearing at every corner. For the stars of the performance, but also provided example, when the city of New York installed free giveaways and virtual stylists consultations over 50 pianos around the city as part of British through Suave.com for the public to engage in at artist Luke Jerram’s public art piece, “Play Me, the event. I’m Yours,” locals and visitors were eager to play their favorite pieces to friends, family and crowds So, the challenge now is creating planned of passersby. Food trucks who often post their spontaneity that matters. Create a campaign that random locations just hours ahead of lunchtime will engage your consumers, surprise them, and are another example, having dedicated followers give them a welcome break from their everyday who will gladly partake in across-town hunts for tasks, while at the same time exposing them to their beloved fish tacos and crème brûlée treats. the benefits of your business, products, or brand. Then there are flash mobs, whose viewing audiences have been transformed from being 4 ANTHem’S TreNdS for 2011
  5. 5. CONSUMER TRENDSCHANGe IS They both embrace the concept of change. Way back when (c. 535–475 BCE to be precise), Greek philosopher Heraclitus introduced the idea that change was central to the universe saying: “Nothing endures but change.” Now, in aTHe oNLY more modern representation, the Ducks football team of all things, with the help of their Nike sponsor, have taken on an element of change and the “unexpected.” The team updates theirCoNSTANT jerseys so often that they now have over 384 uniform combinations at their disposal for game day. Sure, Heraclitus probably didn’t exactly have the Ducks in mind when he suggested the concept, but aspects of the nearly 2,500 year old philosophy reign true even today.What Do the University of Oregon Ducks These days consumers are not only accepting the constant change going on around them, butand Greek Philosopher Heraclitus Have in are actually coming to desire and reward it. The Ducks, for example, have been deemed by manyCommon? as the trendiest team in the league and replicas of their many jerseys are sought after assets. In another application of change, we see popular deal websites like Groupon meeting with great success, posting different deals on a daily basis. Once consumers purchase their Groupon for their local bakery, they’ll be sure to find a new deal the very next day. Then there’s the long-standing ‘limited edition’ line of everything from apparel to food that keeps consumers anticipating the next big thing. Our society is now continually on the move, with technology aiding this trend in a big way, equipping consumers with real-time, quick information while on the go. With this pace, they are absorbing new information at an unprecedented rate and are becoming restless faster than companies have the ability to respond. Despite the thinking that people hate change, these days consumers are actually anticipating and desiring it. Companies need to act fast, feeding consumers fresh, innovative, and clever campaigns in order to retain their attention. Whether it be in the form of a limited product offering, a short-term special pack with nostalgicThe Oregon Ducks’ BCS National Championship design, or even an updated identity, companiesGame Day uniforms designed by Nike are just oneof the team’s many. Nike has designed so many need to create anticipation around their brands,uniform combinations that many view the Ducks as providing the change that consumers are itchingthe testing grounds for Nike’s fashion design team. for. 5 ANTHem’S TreNdS for 2011
  6. 6. CONSUMER TRENDSWe, THe ordINArYPeoPLe crunching, drawing their own conclusions when Power to the People the unemployment numbers come out. This has been a trend in the making for years, The rise of Populism, a political party that but is growing even more pronounced. Over represents “the interests of ordinary people,” is the last decade, consumers have been trusting additional evidence of this trend. From Sarah institutions less and themselves, their friends, Palin—seen as a “hockey mom” herself who lives and their family more. Who needs newspapers in Wasilla, AK—to the Tea Party Movement, the when I now have access to blogs? Who needs grassroots swell that had significant political doctors when I have WebMD? Who needs impact in the 2010 mid-term elections, real restaurant critics when I have Yelp? people are wanting a voice and definitely are Other areas of study that have long been having an impact. entrusted to “the experts” are being ceded to The question for brands is—how do you engage amateurs. Take macroeconomics. After this last with the “ordinary people” to create a connection great recession, economists have lost a degree of and dialogue with your brand which is so critical trust. This has led to the rise of “do-it-yourself” in today’s marketplace? macroeconomics, as reported on by The New BeLoW: In 2010, Sarah Palin addresses a crowd of about 5,000 York Times. Ordinary and informed citizens are “tea partiers” in Boston, MA near the site of the original Boston leveraging public data to do their own number Tea Party event. 6 ANTHem’S TreNdS for 2011
  7. 7. CONSUMER TRENDS The “Famous” Ordinary which will be adapted as a major motion picture, and Molly Wizenberg, whose blog, “Orangette,” There are several celebrities who are liked led to a book deal and a monthly column in Bon because of their assumed “ordinariness,” and Appétit magazine. Today, these “ordinary people” yet some step back and say that at this point, really are making themselves famous. “What’s so ordinary about Sarah Palin or Kim Kardashian?!” On the other hand, you do have some “ordinary” folks who started as bloggers who have gone and turned their lives into significant dollars. There are several examples of bloggers turned authors that then sold their stories for film—think Julie Powell of “Julie & Julia” fame. Then there’s also Ree Drummond’s blog, “The Pioneer Woman,” BeLoW: Ree Drummond writes in her blog, “The Pioneer Woman,” about going from “black heels to tractor wheels,” living in the country after growing up in California. Her blog gained widespread recognition and Drummond has now become a New York Times Best Selling Author with her cookbook, “The Pioneer Woman Cooks.” What’s next? Columbia Pictures will be bringing her story to the big screen with Reese Witherspoon rumored to be playing Drummond.7 ANTHem’S TreNdS for 2011
  8. 8. MARKETING TRENDSNeUromArKeTING:THe TeeNAGe YeArS Neuromarketing Enters the both the suppliers and the clients seeking the work. An increasing number of mainstream Mainstream articles have been published citing results from neuromarketing studies. From the Campbell’s The field of marketing has long been seen by soup redesign in February 2010 to news of some as corporate America’s evil manipulation “political neuromarketing” used to create “science.” Even the bestselling author and well- emotionally charged campaign advertisements known marketer, Seth Godin, concedes in a blog during the 2010 elections, Americans are getting post in 2009 that “some” marketers are evil: more and more used to hearing the term. In “I think it’s evil to persuade kids to start December 2010, just in time for the holidays, smoking, to cynically manipulate the Fast Company published an article about how electoral or political process, to lie to people luxury goods affect the brain and actually drive in ways that cause disastrous side effects. I more purchases. The trend of “neuromarketing” think it’s evil to sell a patent medicine when becoming a common term in the marketing an effective one is available. I think it’s evil lexicon will continue as major firms like Google, to come up with new ways to make obesity CBS, Disney, Frito-Lay and A&E Television acceptable so you can make a few more bucks.” Whether you believe marketing is good or evil, the case in favor of neuromarketing continues to gain strength. Despite the ongoing ethical debate around the technology and its application in the business world, the demand for “true” unbiased consumer data is stronger than ever. It’s no longer a question of whether neuromarketing as a field will survive; rather the discussion will need to shift to how and when the technology will become more accessible and thus more widely used and applied. Over the past two years, the industry has made Newt Gingrich’s “The Spirit of Washington”—a neuromarketing significant progress in terms of credibility of based TV spot use in the 2010 campaigns. 8 ANTHem’S TreNdS for 2011
  9. 9. MARKETING TRENDS continue to use neuromarketing to test consumer impressions. Despite the increase in usage and reference of neuromarketing, nearly every article on the subject addresses the strong anti-nueromarketing side. However, it is unclear why the concept of applying neuroscience in marketing should cause such a stir—surely this is not new. The study of psychology and marketing have long been intertwined. In the early twentieth century, Edward Bernays, nephew of Sigmund Freud, spent his time studying consumers’ subconscious desires in order to sell products. He was successful in his endeavors and is attributed with convincing women that smoking was a sign of liberation, as well as persuading consumers in North America that bacon and eggs was a healthy breakfast. One could then explain that neuromarketing is a natural evolution of the study of psychology and marketing with more sophisticated tools (neuroscience) to evaluate the consumer’s behavior and decision making process. We tend to agree with Mr. Godin who, later in the same blog post, asserts: “...marketing works for society when the marketer and consumer are both aware of what’s happening and are both satisfied with the ultimate outcome.” Neuromarketing is a field worthy of exploration. As the body of knowledge on the technology and research behind neuromarketing continues to grow, marketers and consumers alike should spend their time understanding the field and the potential impact of the science before wasting any more energy on the ethical debate. There is no going back! A study of our own subconscious by Sigmund Freud’s nephew convinced us that bacon and eggs was the best way to start our days. More bacon, please!9 ANTHem’S TreNdS for 2011
  10. 10. MARKETING TRENDSLIfe, LIBerTY, ANd THePUrSUIT of HAPPINeSS We Search for Happiness ... Marketing happiness isn’t new. Look at the McDonald’s Happy Meal. Yet there has been a renewed focus on positioning around “happiness,” which started pre-recession and has become more pronounced post-recession. Tony Hsieh, the CEO of Zappos, wrote a book, “Delivering Happiness,” that advocates creating a brand and managing a business based on the science of happiness. The authors of “The Dragonfly Effect” suggest that brands should design “happy” experiences. And perhaps this is exactly what brands should do. Even Aristotle said, “The highest good is happiness.” And according to a worldwide study, if you ask people what they want in life, “happiness” is at the top of the list - happiness for themselves, their family and their community. Many preach this focus. For example, Nic Marks, the founder of the Centre for Well-Being at the UK think tank New Economics Foundation, advocates for measuring happiness instead of GDP. You India’s Vedanta Aluminium brandline— “Mining Happiness. For have the country of Bhutan that takes just that the people of Orissa.” approach, running the country based on the importance of happiness to its people, measuring ... And Brands Answer the “Gross National Happiness.” Another think tank, Legatum Institute in London, ranks the happiest Call countries in the world, with a focus on prosperity. Around the world, marketers are answering the According to their study ranking 110 countries, call, promising that their brands can help secure Norway, Denmark, and Finland, respectively, top this elusive feeling. From Coca-Cola globally the list. to Gas Natural Fenosa in Spain to Vedanta 10 ANTHem’S TreNdS for 2011
  11. 11. MARKETING TRENDS Aluminium in India. Yet, happiness likely means understand your product’s role in the consumer’s different things to these consumers around the life. At minimum, what may be most important world. The Geography of Bliss, the book by Eric is ensuring that the happiness message used is Weiner, charts his travels through different culturally relevant - specific to how happiness is countries and chronicles each country’s view on viewed in each respective country in which you happiness. While some commonalities might be market. drawn, he highlights the differences across them. Perhaps “happiness” has gone global, yet a marketer should first ask—can I truly deliver happiness? Is this a promise every brand can truly make? It may require digging deeper to really ToP LefT: Coca-Cola’s campaign, “Open Happiness” BoTTom LefT: ELLE Korea’s “Share Happiness” charity campaign ToP, rIGHT: Gas Natural Fenosa from Spain— “Happiness is Home Generated” BoTTom rIGHT: Always’ “Have a Happy Period” campaign11 ANTHem’S TreNdS for 2011
  12. 12. MARKETING TRENDSTHe AmerICAN dreAmTHrIVeS Risk Appetites Increase continues to energize more people than ever to embark on their American dream. These aspiring While Barriers to Entry individuals are young and old alike - from the freshly minted college graduate who grew up Decrease hearing about the Mark Zuckerbergs and Jimmy Wales of the world to the laid-off worker with long We’ve often heard that small businesses run the repressed dreams to strike out on his own. economy, and when one looks at the stats, it tells a very convincing story. As they set out, these soon-to-be entrepreneurs are finding an ever-growing number of services STATS: The estimated 29.6 million small and products that are designed specifically businesses in the United States: to make their new start-up life easier. From incubators to online resources, it’s all available. • Employ just over half of the country’s It’s the small business “perfect storm:” a growing private sector workforce worker base that is becoming less risk averse • Hire 40 percent of high tech workers, and more entrepreneurial at the same time that such as scientists, engineers and the barriers to entry for starting a business are computer workers decreasing. • Generate a majority of the innovations There are a host of tools and resources available that come from United States companies to facilitate these new found entrepreneurs. From affordable commercial kitchen space for rent • Include 52 percent of home-based (La Cocina in San Francisco, Flatiron Kitchen in businesses Manhattan) to legal and filing services like Legal • Represent 97.3 percent of all the Zoom, there is assistance available on every exporters of goods (virtual) corner. San Francisco, in particular, has seen a surge in incubators in the past • Represent 99.7 percent of all employer year—dedicated spaces which house multiple firms early stage companies and provide office and support services at a low cost. This phenomenon As the recession recedes, the unemployment is creating powerful networks of entrepreneurs numbers remain less than optimistic, fueling this who may grow up to be powerful and influential trend even more. The steady lack of employment business leaders. 12 ANTHem’S TreNdS for 2011
  13. 13. MARKETING TRENDS The business community is starting to tap into States, it takes only 6 days to start a company. this growing base, as well. American Express Compare that with 120 days in Brazil or 47 was one of the earlier companies to target small days in Spain. However, even 6 days seems long businesses with their OPEN platform. Now most compared to New Zealand, the clear winner—just of the heavyweights like the Wall Street Journal 1 day and you’re in business! In fact, the U.S. and New York Times have dedicated “Small government offers extensive resources that are Business” sections offering an abundance surprisingly easy to navigate—their website of free information and resources. On a more www.sba.gov has been newly redesigned for individual level, there are endless blogs written greater ease of navigation. by and for small business owners including Duct Tape Marketing, Small Business Trends and So what’s next? Will the new paradigm include an Entrepreneurial Mind. And as a sure sign of the ever growing collection of small businesses and a times, there are numerous specifically tailored return of the “mom and pop” shop culture (even apps to help entrepreneurs grow and thrive. if the “mom and pop” shops live exclusively on Examples include Prosper, a peer lending service, Etsy)? Or, will these businesses grow up with the or FreshBooks for online invoicing. hopes of being acquired and the founders retiring early? One thing we know, small businesses will Government regulations can also support or continue to fuel the economy for the foreseeable facilitate the starting of a business. In the United future. LefT: Legal Zoom, legal filing services BoTTom: Kitchen space for rent at La Cocina, a San Francisco incubator kitchen rIGHT: American Express’s Open Forum provides endless advice and assistance for small business owners13 ANTHem’S TreNdS for 2011
  14. 14. MARKETING TRENDSNo free TV it’s free TV (and some movies). No, not free— consumers still have to sit through ads. The content is also usually limited to the most recent 4 to 5 TV show episodes and must be watched on a computer. Consumers can upgrade to Hulu Plus for $7.99 per month to get a mobile app that allows them to watch on an iPhone, iPad and iPod touch. They still have to watch ads mind you and What Are You Paying For– almost 90% of the content is the same as on the basic Hulu. You’re buying portability. Check out Content or Convenience? Netflix—they will stream a limitless number of Not so long ago families and friends gathered to movies to any computer or set-top box for just watch programmed TV on TV. They paid a sizable $7.99 per month. May sound awesome; however, subscription fee for cable or satellite services and if a consumer is dying to see a movie the day sat through advertisements. it is released on DVD, they can’t. They have to wait 28 days. Okay, let’s try AppleTV. The coolest Now almost anywhere and more often solo, people feature is the slick TV user interface for which are watching TV and movies on any number of people pay $99 for the box. It’s in the name, but to devices (e.g., iPad, computer, phone) or connected reiterate, it’s only for TV, so no mobility. There are devices (e.g., Blu-ray, wii, Netflix box, AppleTV, no ads but consumers have to pay a minimum of DVR). By the way, people are still probably also $1.99 per show/movie. Or consumers can access paying for cable or satellite services. their Netflix account (remember $7.99/month) to watch videos. Confused yet? The marketplace There are now so many companies—Netflix, Hulu, is seeing an explosion of new devices, services, AppleTV, iTunes, Sears (Alphaline Entertainment), content, features and benefits that are beyond and Google TV—to name several—each comprehension. Hulu, Apple TV, and Netflix are just some of the options distributing content and each with their ownconsumers have today to view pricing strategy and unique set of features and It’s not unlike the early days of cell phone plans, their favorite TV shows. benefits. Let’s start with Hulu. At first glimpse, when it was impossible to do a straightforward comparison. Consumers are left to sift through endless options and make interesting trade-offs. So what are they really paying for? Time will tell how this market will evolve and develop. Who knows, media content such as newspapers and magazines may eventually end up following along a similar path. The digital world may make us think things are free, but content and service providers need to make money somehow. No money, no content. No content, no watching TV. In the end, pricing and service offerings may be just as much about beguiling the consumer into paying for content as it is about creating marketplace differentiation. 14 ANTHem’S TreNdS for 2011
  15. 15. BUSINESS TRENDSfLAT mArKeTPLACeMcDonald’s addition ofMcCafé has positioned it as Finding Growth Means Being of Starbucks. Starbucks is heading in the other direction, testing out selling beer and wine to Everything to Everybodya direct competitor to thelikes of Starbucks. expand its evening business. Subway offers its “Build Your Better” breakfast, and Jamba Juice In today’s business climate, driving topline isn’t has expanded its morning and afternoon offering easy in categories where growth rates are slowing with oatmeal and sandwiches. to flat. Bottom line is just as difficult to manage in a business and economic climate that has For these businesses, traffic is key—once you demanded price declines, reducing prior years’ have them in the door, what can you sell them? pricing actions, while cost pressures continue to In other categories, you may ask how you can squeeze margins. expand your brand’s reach—to different targets, to different price tiers, into new benefit areas, into In response, what we’re witnessing is a new categories. Growth is the name of the game. marketplace mash-up with retail channels no It’s time to expand your reach. longer arranged in nice, neat buckets. You see Mass merchants like Target entering the grocery channel looking for more frequent shopping trips. The Drug channel is doing the same, seeking shopping occasions by expanding the amount of food they carry to be meaningful to urban shoppers seeking convenience. We even see this expansion across categories into dayparts, especially with food and beverage establishments. McDonald’s focus on McCafé has led to tremendous growth of its morning Target recently introduced fresh grocery in an effort to drive store trips and offer a one-stop-shop environment for their shoppers. offering targeted to steal share from the likes 15 ANTHem’S TreNdS for 2011
  16. 16. BUSINESS TRENDSeYe oN CHINA Boom or Bust? American footwear maker, speaks of their China expansion plans as if it’s modest: China is the world’s fastest growing economy at “We have 110 stores in China and plan to 9.6%, growing almost four times faster than the more than double that in the next three years. U.S. economy at 2.6%. With the world’s largest It’s not aggressive because I don’t want to be population and amazing growth rates, everyone is aggressive, I want to be thoughtful.” looking to China to bolster topline growth. And it’s not just the large companies that are Gap Inc. recently opened its first store (of four) focused on this market. A recent HSBC study in China. Additionally, Gap is selling to the large showed that more mid-sized companies ($20 online Chinese consumer base of 420 million. million to $5 billion) see China as the country with Starbucks currently has nearly 400 stores in the greatest growth potential. However, China China and plans to up that into the thousands. is not a panacea for all companies. Technology Jeffrey Swartz of Timberland, the number seven companies are not faring as well due to the government’s censorship and security policies, as evidenced by Google’s recent withdrawal from the Chinese marketplace. While China may be the key to topline growth for many, the country’s role in delivering bottom line results is starting to shift. Aside from government policy, the fundamental costs of doing business in China are up. The country’s accelerated growth has led to an almost 30% increase in labor costs in key cities. The basic costs of energy, land and money (interest rates above 5%) are on the rise, as well. Together these forces are putting pressure on Corporate bottom lines, leading to a big squeeze. Some companies are actually now leaving China, like General Electric. General Electric is moving water heater production back to the U.S. to Kentucky. China is bound to be a factor in future business results. Yet, will topline growth prevail, or will rising costs eat away at the profits? 16 ANTHem’S TreNdS for 2011
  17. 17. BUSINESS TRENDSSmALL IS The End of the Physical Mega-store Some shoppers like the physical thrill of the hunt,BIG AGAIN wading through stores and merchandise, but with the ability to find almost anything online these days it begs the question of why a retailer needs a large storefront anymore. Blockbuster learned this lesson the hard way, and other retail outlets are going to be following suit. With Amazon’s online offerings, what’s the benefit of a big box bookseller? We are already seeing Barnes & Noble and Borders shutting down stores, while small independent booksellers that provide personal attention and specialization are holding strong. It gets beyond just changing consumer purchase habits. There are business implications to running such large outlets. The real estate portfolio isn’t worthy of the investment anymore. An example of this—Dollar stores have been eating Wal- Mart’s lunch during this economic downturn. That is largely because of its pricing strategy, but another big factor is the size of their stores in comparison to a Walmart. For example, Dollar Tree stores on average are 8,580 sq. ft. vs. WalMart Supercenters, which are 185,000 sq. ft. Not only is there a cost to that retail space, but the demands on inventory turnover are greater to make a profit. Across a large store base, Dollar Tree is able to get the velocity it requires without a large store format. Given their competition’s rise and the formats success, even Walmart is continuing to pursue smaller store formats. While Barnes & Noble is shutting down stores, Perhaps the moral to the story is—when you smaller format stores like have a new competitor enter your market with a Dollar Tree and express revolutionary model, take heed quickly. Case in mediums like RedBox are thriving. point: Barnes & Noble did and has a chance of survival; Borders did not and is on the ropes. 17 ANTHem’S TreNdS for 2011
  18. 18. Anthem Worldwide, a Schawk Strategic Design Company, is an integrated global network that provides innovative solutions to articulate, unify and manage brand impact. Anthem creates compelling brand experiences by aligning its strategic, creative and executional talent worldwide with the business needs of companies seeking a competitive advantage. Anthem offers a full range of branding and design services. For more information on Anthem, please visit http://www.anthemww.com. © 2011 Schawk, Inc. All Rights Reserved. No part of this work may be reproduced in any form without written permission from Contact: the copyright holder. Schawk is a registered trademark of Schawk, Kathy Oneto, Vice President, Brand Strategy Inc. The Anthem logo is a trademark of Schawk, Inc. All other kathy.oneto@anthemww.com trademarks are the property of their respective owners.18 ANTHem’S TreNdS for 2011
  19. 19. WORKS CITEd:A PLACE UNLIKE ANY OTHER“Starbucks Reinvents the Store Experience to Speak to the Heart and Soul of Local Communities,” Starbucks.com, http://news.starbucks.com/article_display.cfm?article_id=232GIVE ME A BREAK“Play me I’m yours: New York City 2010,” http://www.streetpianos.com/nyc2010/“Actress Sofia Vergara Joins New York Flash Mob Hairography Performance,” PRNewswire.com, http://www.prnewswire.com/news-releases/actress-sofia-vergara-joins-new-york-flash-mob-hairography-performance-93690094.htmlCHANGE IS THE ONLY CONSTANT“Oregon Built Brand on Constant Change,” ESPN Sports, http://sports.espn.go.com/ncf/bowls10/columns/story?columnist=forde_PAt&id=6003943“Heads Up: Oregon National Championship Uniforms tonight,” Nike Blog http://www.nikeblog.com/2011/01/10/heads-up-oregon-national-championship-uniforms-tonight/“Oregon has 384 uniform combinations and not a thing to wear vs. Cal,” Yahoo.com, http://rivals.yahoo.com/ncaa/football/blog/dr_saturday/post/Oregon-has-384-uniform-combinations-and-not-a-th?urn=ncaaf-191577WE, THE ORDINARY PEOPLEThe Pioneer Woman, http://thepioneerwoman.com/TLCNEUROMARKETING: THE TEENAGE YEARS“is Marketing Evil?” Seth Godin Blog, http://sethgodin.typepad.com/seths_blog/2009/02/is-marketing-evil.html“Neuromarketing the 2010 Elections: Scoring Campaign Ads,” FastCompany.com, http://www.fastcompany.com/1700207/campaign-ads-and-neuromarketing“Crystal Ball Persuasion: Biometrics, Neuromarketing... Are Consumers Really Buying it?,” Brand Channel, http://www.brandchannel.com/home/post/2010/11/16/Neuromarketing.aspx“How Luxury Goods Affect the Brain and drive More Purchases,” FastCompany.com, http://www.fastcompany.com/1710433/how-luxury-goods-effect-the-brain“Neuromarketing History,” HubPages.com, http://hubpages.com/hub/Neuromarketing“Freud’s Nephew and the Origins of Public Relations,” NPR.org, http://www.npr.org/templates/story/story.php?storyid=4612464LiFE, LiBERtY, ANd tHE PURSUit OF HAPPiNESStEd, Nic Marks, Aug’10The Geography of Bliss, Eric WeinerTHE AMERICAN DREAM THRIVES“Startup Fever: College Students Have it Bad,” BusinessWeek.com, http://www.businessweek.com/bschools/content/oct2010/bs20101015_395013.htm“Small business Blogs,” Forbes.com, http://www.forbes.com/bow/b2c/category.jhtml?id=320“the Entrepreneur’s Guide to Web 2.0: top 25 Apps to Grow your Business,” directoryAviva.com, http://www.avivadirectory.com/entrepreneur-apps/“San Francisco sees influx of tech incubators,” SFGate.com, http://articles.sfgate.com/2010-06-18/business/21915617_1_incubators-early-stage-social-media“Small Business impact on the Economy,” SCORE.org, http://www.score.org/small_biz_stats.htmlLa Cocina, San Francisco, http://www.lacocinasf.org/about-la-cocina/“A Kitchen-for-Rent is a Lifeline for the Laid-Off,” NYtimes.com, http://www.nytimes.com/2010/12/15/nyregion/15kitchen.html?_r=1NO FREE tV“is Hulu Plus Worth the Cost (and Commercials?)”, FastCompany.com, http://www.fastcompany.com/1685265/is-hulu-plus-worth-the-cost-and-commercials“What the hell is going on with tV?,” CNN.com, http://tech.fortune.cnn.com/2011/01/03/what-the-hell-is-going-on-with-tv/“Sears, Netflix’s Newest Competitor,” the Atlantic Wire, http://www.theatlanticwire.com/opinions/view/opinion/Sears-Netflixs-Newest-Competitor-6377“Here’s how Netflix’s pricing model reinforces strategy changes,” intrepid ideas Blog, http://www.spruancegroup.com/blog/bid/33239/Here-s-how-Netflix-s-pricing-model-reinforces-strategy-changes“Hulu Plus Emerges From Preview, Cuts Price By two dollars to $7.99,” RealSEO.com, http://www.reelseo.com/hulu-emerges-preview-cuts-price-dollars-799/“Free video site Hulu explores premium pricing,” USA today, http://www.usatoday.com/tech/news/2010-02-03-hulu03_St_N.htmEYE ON CHINAEconomic indicators World Heatmap, http://www.tradingeconomics.com/World-Economy/Maps.aspx“Gap to Expand into China in 2010 With Flagship Stores in Beijing, Shanghai,” Bloomberg, http://www.bloomberg.com/news/2010-06-23/gap-to-expand-into-china-in-2010-with-flagship-stores-in-beijing-shanghai.html“Starbucks Eyes China,” Fool.com, http://www.fool.com/investing/general/2010/04/15/starbucks-eyes-china.aspx“HSBC Study: More U.S. Mid-Sized Companies Bolster Plans to Expand international Revenues,” HSBC Press Rroom, http://www.hsbcusa.com/ourcompany/pressroom/2010/news_06282010_hsbc_international_business_survey.html“the Growing Cost of doing Business in China,” inc Magazine, http://www.inc.com/magazine/20101101/the-growing-cost-of-doing-business-in-china.html“Rising China labor costs could create new inflation headache for West,” dailystar.com, http://dailystar.com.lb/article.asp?edition_id=10&categ_id=3&article_id=124075#axzz1C9QJU9gi“Companies Are Leaving China,” Metrolic, http://www.metrolic.com/companies-are-leaving-china-122510/“timberland focus on China, sees U.S. growth,” AsiaOne.com, http://www.asiaone.com/Business/News/Story/A1Story20101110-246648.htmlSMALL IS BIG AGAIN“What Went Wrong at Borders,” the Atlantic, January ‘11“The Buck Shops Here,” time Magazine, 12/20/10“Barnes & Noble Seeking New Future with New Owners,” Forbes.com“dollar tree Continues Southern California Expansion,” CPExecutive.com, http://www.cpexecutive.com/regions/west/dollar-tree-continues-southern-california-expansion/ 19 ANTHem’S TreNdS for 2011

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