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Trends in branding

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Two trends in branding. Some examples of those brands that have capitalised on these trends and some brands that have failed.

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Trends in branding

  1. 1. TWOENDURINGSOCIAL-CULTURAL TRENDS
  2. 2. STATUS ANXIETY
  3. 3. PRIVACY&SECURITY
  4. 4. TWORESPONSESFROMBRANDS
  5. 5. PROBLEM STATUSANXIETY PRIVACY&SECURITY RESPONSE 1.POSITIVEPSYCHOLOGY 2.TRANSPARENCY
  6. 6. POSITIVEPSYCHOLOGY. FROMASPIRATIONTOINSPIRATION GREATBRANDS,THOSEMOSTINTOUCHINWITHCONSUMERSENTIMENT,HAVEEVOLVEDTHEIRMESSAGEFROMONE OFASPIRATIONTOONEOFINSPIRATION.THEYAREFOCUSEDLESSONWHATTHEYCANGIVE,ANDMOREONWHAT CONSUMERSTHEMSELVESCANACHIEVE. THESEBRANDSHAVEREALIZEDTHEIRROLEISNOTTOBETHESOLUTION,BUTTOBETHEMOTIVATIONFORONE. THECALLTOACTIONISN’TMERELYTOBUYSOMETHING,BUTTOBUILDSOMETHING. OFCOURSE,SOMEBRANDSHAVEALWAYSACTEDTHISWAY,PARTICULARLYINCATEGORIESPREDICATEDON PERSONALACHIEVEMENT,LIKESPORTINGGOODS.WHAT’SINTERESTINGISHOWOTHERBRANDS,WHETHEROF STYLE,WEALTH,WISDOM,ORPOPULARITY,HAVETAKENTHESAMETACK.
  7. 7. LEVIS.GOFORTH
  8. 8. GOOGLECHROME.DEARSOPHIE THEGOOGLEADVERTISING,LIKE“DEARSOPHIE”AND“ITGETSBETTER”ISWIDELYPRAISED. ANDWHILETHEWORKSEAMLESSLYINCORPORATESCHROME,THEMESSAGE,“THEWEBISWHATYOUMAKEOFIT”, PUTSTHEONUSLESSONPRODUCTFEATURESORTHEGOOGLEBRAND, ANDMOREONTHECONSUMER. ITCELEBRATESTHEPOWEROFTHEINDIVIDUALTOTOUCHLIVES,BOTHTHOSEWEKNOWANDTHOSEWEDON’T.
  9. 9. AXE.SUSANGLENN TRADITIONALLY,FEWBRANDSHAVEMOREAUDACIOUSLYPROMISEDTOFULFILTHEIR AUDIENCE’SDREAMSTHANAXE.BUTSUSANGLENNTURNEDTHISPROPOSITIONONITS HEAD. FORTHEFIRSTTIME,AXESUGGESTEDTHATSUCCESSINTHEMATINGGAMELAYNOT INSIDEASPRAYBOTTLE,BUTWITHINGUYSTHEMSELVES.SUSANGLENNCHALLENGED GUYSTOSTEPUPANDTAKETHEIRDESTINYINTHEIROWNHANDS.
  10. 10. POSITIVEPSYCHOLOGY ISALLABOUTMOTIVATINGA CHANGEINHOWIFEEL ABOUTMYSELF WHENWEFOCUSONTHELITTLETHINGSWEDOWELL,WEFEELMORECONFIDENTINOUROWNABILITYANDHAVETHEMOTIVATIONTOSUCCEED.
  11. 11. PRIVACY THEACCESSEVERYONENOWHASTOINFORMATION(DATA) MEANSPEOPLEAREWORRIEDABOUTPRIVACYANDSECURITY. BRANDSCANBENEFITFROMBEINGTRANSPARENTABOUT HOWTHEYAREUSINGTHEIRCUSTOMERSINFORMATION.
  12. 12. AWARENESSOFPERSONALDATAISINCREASING$4.39(FACEBOOK’SARPU)AND$20(GOOGLE’SARPU).
  13. 13. TRANSPARENCY
  14. 14. THEGOOD THISCAMPAIGNFORFIRSTDIRECTRESPONDEDTO CONSUMERCRITICISMSOFTHEFINANCIALSERVICES SECTOR'SLACKOFTRANSPARENCY. THEBANKTOOKLIVE,UNEDITEDFEEDBACKFROMREAL PEOPLE-BOTHGOODANDBAD-ANDPROJECTEDITINTO ACAMPAIGNTHATUSEDALLTHELATESTDATA VISUALISATIONANDSOCIALNETWORKINGMEMESAND TECHNOLOGY.THERESULTWASASIGNIFICANTINCREASE INKEYBRANDMETRICSINCLUDINGMOMENTUMBY8%, RECOMMENDATIONBY15%ANDDIFFERENTIATIONBY 8%. THECAMPAIGNWASALSOHIGHLYSUCCESSFULIN DRIVINGCURRENTACCOUNTACQUISITIONSWITH16%OF ALLAPPLICATIONSINTHESECONDHALFOF2009 DIRECTLYDELIVEREDASARESULTOFTHECAMPAIGN. INADDITION,THELIVECAMPAIGNWAS38%MORECOST EFFICIENTTHANANYOTHERFIRSTDIRECTCAMPAIGNIN RECENTHISTORYWITHANOVERALLROIOF2.01.FINALLY, ASIGNIFICANTAMOUNTOFPOSITIVEPRWAS GENERATEDFORFIRSTDIRECTFROMTHISCAMPAIGN WITHOVER100BLOGS/FORUMPOSTSANDTWEETS.
  15. 15. QANTAS#EPICFAIL THEBAD FLIGHTATTENDANTSONAUSTRALIA'SFLAGSHIPCARRIERCANNOWGETUP-TO-THE-MINUTEDATAONTHEAIRLINE'SMOSTELITEANDVALUEDFREQUENTFLYERSDISPLAYEDON THEIRONBOARDTABLETS. THEINFORMATIONISUSEFUL,HELPFULANDTHEAPPWASADIGITALINNOVATIONACTUALLYSOUGHTBYQANTASSTAFF. THEUNHAPPYCATCH?TOOMANYFLIGHTATTENDANTSSOUNDEDLIKETHEYWEREREADINGFROMASCRIPTWHENUSINGTHISINFORMATIONWITHTHESEVALUEDCUSTOMERS. THEYCOULDN'TSMOOTHLYINCORPORATETHECUSTOMIZEDDATATOAUTHENTICALLYCONNECTWITHTHEIRFREQUENTFLYERS. INSTEADOFMAKINGTHEIRBESTCUSTOMERSFEELSPECIAL,THEDATA-DRIVENAPPTOOOFTENCREEPEDTHEMOUT.
  16. 16. PRIVACYCONTROVERSY1:GIRLSAROUNDMEAPP(2012) ANAPPTHATALLOWEDUSERSTOFINDNEARBYWOMENWHOHAD‘CHECKEDIN’ONASOCIALNETWORK,USING PUBLICLYAVAILABLEDATAFROMFOURSQUARE.ACCORDINGTOTHEAPP,IT“SCANSYOURSURROUNDINGSANDHELPS YOUFINDOUTWHEREGIRLSORGUYSAREHANGINGOUT.”THEAPPWASDOWNLOADEDOVER70,000TIMESFROM ITUNESBEFOREBEINGWITHDRAWN. THEAPPWASQUICKLYLABELEDASTHE‘CREEPYGIRL-STALKINGAPP’BYTHEMEDIAFOLLOWINGREPORTSTHATGIRLS AROUNDMEALLOWEDUSERSTOSTALKANDFINDOUTINFORMATIONABOUTWOMENWITHOUTTHEIRKNOWLEDGE. DESCRIBEDASTHEAPPASA‘WAKEUPCALLFORPRIVACY.’ THEDESCRIPTIONOFGIRLSAROUNDMEAPPASCREEPY,EVENTHOUGHITONLYAGGREGATEDPUBLICLYAVAILABLE DATA,SUGGESTSTHATTHECREEPINESSSTEMMEDFROMTHEUNEXPECTEDRE-USEOFGEO-LOCATIONDATA.WOMENWHO HADSHAREDTHEIRLOCATIONINTHECONTEXTOFFOURSQUARE—FORTHEPURPOSESOFLETTINGTHEIRFRIENDSKNOW WHERETHEYWEREORFORRECEIVINGDISCOUNTSFROMLOCALCOMPANIES—HADNOTEXPECTEDTHATTHAT INFORMATIONWOULDTHENBEMADEAVAILABLEINACOMPLETELYDIFFERENTCONTEXTSUCHASAMOBILEAPPUSED BYSTRANGERS. THEUGLY
  17. 17. RECOMMENDATION
  18. 18. Make people feel they have it in them to succeed

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