New brands without long histories are gaining popularity and trust among consumers. These "clean slate brands" are seen as more nimble, focused on new innovations, and aligned with modern values like sustainability. Consumers are attracted to clean slate brands because they feel these brands better understand current wants, are more transparent in their operations, and allow more open participation. The document provides many examples of successful clean slate brands in industries like food/beverages, technology, finance, and more. Established companies need to learn from clean slate brands' approaches to remain competitive.
A detailed report on the brand Scotch & Soda for college research project on various subject implementations of Marketing, Retail, Fashion, Communication, Design, and Business.
Also, this report is solely based on personal research and doesn't disclose any relevant company-based private information.
Interbrand's Best Retail brands report ranks the top 50 U.S. retail brands by brand value, as well as the top retail brands from the U.K., France, Germany, Spain, and the Asia Pacific. The U.S. brands are valued for the fourth time in collaboration with Interbrand Design Forum, the retail experience group within Interbrand.
As we break in 2021, the learnings of the past year have sorted core truths from gimmicks, particularly in the retail landscape. See how, in many ways, it is the backbone of our commerce that has emerged most vital.And why establishing frameworks which withstand the litmus test of uncertainty have become the most important ingredient in a business’s continued success.
How can diversification be used as a strategic marketing communications tool? We look at why the diversification trend is gathering pace and three ways brands can use diversification to grow.
A detailed report on the brand Scotch & Soda for college research project on various subject implementations of Marketing, Retail, Fashion, Communication, Design, and Business.
Also, this report is solely based on personal research and doesn't disclose any relevant company-based private information.
Interbrand's Best Retail brands report ranks the top 50 U.S. retail brands by brand value, as well as the top retail brands from the U.K., France, Germany, Spain, and the Asia Pacific. The U.S. brands are valued for the fourth time in collaboration with Interbrand Design Forum, the retail experience group within Interbrand.
As we break in 2021, the learnings of the past year have sorted core truths from gimmicks, particularly in the retail landscape. See how, in many ways, it is the backbone of our commerce that has emerged most vital.And why establishing frameworks which withstand the litmus test of uncertainty have become the most important ingredient in a business’s continued success.
How can diversification be used as a strategic marketing communications tool? We look at why the diversification trend is gathering pace and three ways brands can use diversification to grow.
2015 EMERGING TOP TEN TRENDS
Please see a recent Zenith Report covering 2015 emerging top trends. The report is designed to help brands apply the learnings from these trends in order to enhance consumer experience and ultimately drive ROI.
The top 10 trends include video explosion, proximity marketing, retails scents, social personalisation, custom-fit, photo shop, swipe right to shop, smart sensor, brand storytelling and geotainment.
ZenithOptimedia's 2015 Emerging Top Ten TrendsZenithOptimedia
ZenithOptimedia's selection of the most important changes in technology, communications and consumer behaviour. The report is designed to help brands apply the learnings from our trends in order to enhance consumer experience and drive ROI.
What are the latest consumer trends? What answers do the biggest names in consumer goods have in store? There’s hardly a better place to learn about what goes through the minds of marketing executives than the CAGNY conference, which, in 2017, brought together leaders of Mondelez, PepsiCo, Coca-Cola, General Mills, Unilever, Nestlé, Tyson Foods, L’Oréal, P&G, Colgate-Palmolive, Johnson & Johnson and other household names.
Our report provides an overview of companies' views on market and consumer trends, and provides over 100 examples of marketing, product and strategic innovation.
The Roaring Twenties: How Global Retail Brands Will Stay Relevant in 2020FITCH
The ‘Roaring Twenties’ refers to the decade of the 1920s - a time of economic prosperity. Social, artistic and cultural excellence reigned, jazz blossomed, fashion changed and women got the vote. We’re hopeful for a similarly transformative decade, but with many retailers closing in 2019, how can we ensure we stay relevant? The 15 global FITCH studios collaborated to unpack best-in-class retailers and what it could all mean for retailers in 2020. We’re pleased to present this summary of our findings.
8 Things Brands Can Build in This New NormalChristie Ding
As the world is upside down, it doesn't means we can't do anything but hope the best. Here is a quick playbook of '8 Things Brands Can Build In This New Normal'.
Check this out and we can all build a better world together.
Presentation Jorge Cerveira Pinto Iii Debate Lisbon 2009Dianova
The Use of Cultural and Artistic Events and Contexts in Companies’ Communication Strategies, by Jorge Cerveira Pinto, Managing Director at Agência Inova, at the III Regional Debate EACD Lisbon, 19th may 2009, under the theme "The Art of Cultural Communications"
How to build brands and influence peoplemattsadler
A talk I gave to Barclays Investment Bank legal department covering what brands are, how we build brands that win and why every employee is important to your brand.
Will Branding Ever Matter in the Cannabis Industry?Evergreen Buzz
Does branding matter in weed, read this https://cannabis.net/blog/opinion/the-billion-dollar-cannabis-industry-debate-does-branding-really-matter-in-the-future-for-canna
How are changing consumer behaviours shaping the future of grocery retail? What does tomorrow’s shopper care about? How do they shop? Why is the shopping experience changing? Nathan Watts, Creative Director at FITCH presented this deck to attendees at the annual World Food Moscow event in Sept 2019.
Can CBD be sold well in vending machines, read this https://cannabis.net/blog/b2b/futuristic-cbd-vending-machines-touch-down-in-florida-where-are-they-landing-next
Best of 2015 Altavia Watch - English version Altavia
The 2015 Best Of international Retail trends by the Altavia Watch team.
5 main trends identified:
1. Retail entertainment era
2. Line are shiffting in food retail
3. Delivery service triggers retail revolution
4. The onslaught of the mobile sector
5. Brick is the new black for premiums brands
Artificial intelligence (AI) was once considered the future but has now become a part of daily life. Automation has made processes easier, more agile, and faster. These are important factors that have led many industries, including packaging, to gravitate towards implementing pioneering AI systems. CPP Insights talks with industry experts on the potential of AI within the sector.
How multinational businesses can keep up with the new global consumer.
The way businesses need to organize and behave has fundamentally shifted. Across industries, companies, and organizational functions, we have heard many of the world’s most innovative companies echo the same challenge: businesses must urgently embrace a more nimble and entrepreneurial approach in order to stay competitive. We call this challenge of how big companies can leverage scale while staying innovative “big entrepreneurship.” The Rising Billion is one of five pieces in our report, Big Entrepreneurship, aimed at deconstructing some of the complex challenges around big entrepreneurship and provide actionable insights for business leaders.
This report was created by Fahrenheit 212, a global innovation strategy and design firm. We define innovation strategies and develop new products, services, and experiences that create sustainable, profitable growth for our clients. We challenge the belief that innovation is inherently unreliable and have spent the last decade designing the method, building the model, and assembling the minds to make innovation a predictable driver of growth for our clients' businesses.
Members of the ACRS attended the all-day event which spoke about 10 macro trends that were now influencing consumer behaviour across multiple industries in Australia. The seminar addressed rapidly rising consumer expectations, how the trends were reshaping consumers expectations and how these successful trends were simply satisfying basic human needs. Insight was given on how retailers and businesses could interpret the macro trends to apply and innovate their own their own vision, products or services, marketing or campaigns, and business models. The following pages highlight the key insights with examples where relevant.
2015 EMERGING TOP TEN TRENDS
Please see a recent Zenith Report covering 2015 emerging top trends. The report is designed to help brands apply the learnings from these trends in order to enhance consumer experience and ultimately drive ROI.
The top 10 trends include video explosion, proximity marketing, retails scents, social personalisation, custom-fit, photo shop, swipe right to shop, smart sensor, brand storytelling and geotainment.
ZenithOptimedia's 2015 Emerging Top Ten TrendsZenithOptimedia
ZenithOptimedia's selection of the most important changes in technology, communications and consumer behaviour. The report is designed to help brands apply the learnings from our trends in order to enhance consumer experience and drive ROI.
What are the latest consumer trends? What answers do the biggest names in consumer goods have in store? There’s hardly a better place to learn about what goes through the minds of marketing executives than the CAGNY conference, which, in 2017, brought together leaders of Mondelez, PepsiCo, Coca-Cola, General Mills, Unilever, Nestlé, Tyson Foods, L’Oréal, P&G, Colgate-Palmolive, Johnson & Johnson and other household names.
Our report provides an overview of companies' views on market and consumer trends, and provides over 100 examples of marketing, product and strategic innovation.
The Roaring Twenties: How Global Retail Brands Will Stay Relevant in 2020FITCH
The ‘Roaring Twenties’ refers to the decade of the 1920s - a time of economic prosperity. Social, artistic and cultural excellence reigned, jazz blossomed, fashion changed and women got the vote. We’re hopeful for a similarly transformative decade, but with many retailers closing in 2019, how can we ensure we stay relevant? The 15 global FITCH studios collaborated to unpack best-in-class retailers and what it could all mean for retailers in 2020. We’re pleased to present this summary of our findings.
8 Things Brands Can Build in This New NormalChristie Ding
As the world is upside down, it doesn't means we can't do anything but hope the best. Here is a quick playbook of '8 Things Brands Can Build In This New Normal'.
Check this out and we can all build a better world together.
Presentation Jorge Cerveira Pinto Iii Debate Lisbon 2009Dianova
The Use of Cultural and Artistic Events and Contexts in Companies’ Communication Strategies, by Jorge Cerveira Pinto, Managing Director at Agência Inova, at the III Regional Debate EACD Lisbon, 19th may 2009, under the theme "The Art of Cultural Communications"
How to build brands and influence peoplemattsadler
A talk I gave to Barclays Investment Bank legal department covering what brands are, how we build brands that win and why every employee is important to your brand.
Will Branding Ever Matter in the Cannabis Industry?Evergreen Buzz
Does branding matter in weed, read this https://cannabis.net/blog/opinion/the-billion-dollar-cannabis-industry-debate-does-branding-really-matter-in-the-future-for-canna
How are changing consumer behaviours shaping the future of grocery retail? What does tomorrow’s shopper care about? How do they shop? Why is the shopping experience changing? Nathan Watts, Creative Director at FITCH presented this deck to attendees at the annual World Food Moscow event in Sept 2019.
Can CBD be sold well in vending machines, read this https://cannabis.net/blog/b2b/futuristic-cbd-vending-machines-touch-down-in-florida-where-are-they-landing-next
Best of 2015 Altavia Watch - English version Altavia
The 2015 Best Of international Retail trends by the Altavia Watch team.
5 main trends identified:
1. Retail entertainment era
2. Line are shiffting in food retail
3. Delivery service triggers retail revolution
4. The onslaught of the mobile sector
5. Brick is the new black for premiums brands
Artificial intelligence (AI) was once considered the future but has now become a part of daily life. Automation has made processes easier, more agile, and faster. These are important factors that have led many industries, including packaging, to gravitate towards implementing pioneering AI systems. CPP Insights talks with industry experts on the potential of AI within the sector.
How multinational businesses can keep up with the new global consumer.
The way businesses need to organize and behave has fundamentally shifted. Across industries, companies, and organizational functions, we have heard many of the world’s most innovative companies echo the same challenge: businesses must urgently embrace a more nimble and entrepreneurial approach in order to stay competitive. We call this challenge of how big companies can leverage scale while staying innovative “big entrepreneurship.” The Rising Billion is one of five pieces in our report, Big Entrepreneurship, aimed at deconstructing some of the complex challenges around big entrepreneurship and provide actionable insights for business leaders.
This report was created by Fahrenheit 212, a global innovation strategy and design firm. We define innovation strategies and develop new products, services, and experiences that create sustainable, profitable growth for our clients. We challenge the belief that innovation is inherently unreliable and have spent the last decade designing the method, building the model, and assembling the minds to make innovation a predictable driver of growth for our clients' businesses.
Members of the ACRS attended the all-day event which spoke about 10 macro trends that were now influencing consumer behaviour across multiple industries in Australia. The seminar addressed rapidly rising consumer expectations, how the trends were reshaping consumers expectations and how these successful trends were simply satisfying basic human needs. Insight was given on how retailers and businesses could interpret the macro trends to apply and innovate their own their own vision, products or services, marketing or campaigns, and business models. The following pages highlight the key insights with examples where relevant.
Members of the ACRS attended the all-day event which spoke about 10 macro trends that were now influencing consumer behaviour across multiple industries in Australia. The seminar addressed rapidly rising consumer expectations, how the trends were reshaping consumers expectations and how these successful trends were simply satisfying basic human needs. Insight was given on how retailers and businesses could interpret the macro trends to apply and innovate their own their own vision, products or services, marketing or campaigns, and business models. The following pages highlight the key insights with examples where relevant.
Running head Mission, vision, and values. .docxtodd581
Running head: Mission, vision, and values. 1
Mission, vision, and values. 3
Name
Institution affiliation
Date
Mission, vision, and values
.
Introduction
The company that I have decided to study is Coca Cola Company. It started back in 1886 by a pharmacist known as Dr.John Pemberton in Atlanta. Currently is the leading company in the manufacture of beverages around the globe. Just like other companies, coca cola is working towards maintain a sustainable growth for the business in the beverage industries.
Body
Some of the company’s visions include; providing a great place to work for people, to offer a portfolio of drinks and brand, building a network with partners and helping to build and to support a sustainable communities. The company is in line with its vison. This is because they have managed to grow over the years in different cultures and environment. They have also made a partnership with other organization is supporting the communities in different countries which helps in supporting a sustainable community. The employees of this multinational business organization are given the best working condition while at the same time being motivated by great payments. (Papulova, 2014).
The missions of this company are; to refresh the world, to inspire the moments of happiness and creating value in people and the world as a whole. They have managed to achieve their mission by creating value to humanity. For instance, they support games such as football clubs, which eventually creates value in people. In addition to football, they also support music talent via programs such as coke studio, which offers a platform for the musicians to showcase their talents and styles. They have also managed to refresh the world by producing a variety of beverages, which offers their consumers a wide variety of choices. Apart from just producing beverages, they also have water production units, which refreshes the body. They also inspire moments of happiness by organizing events in communities and supporting talents.
The coca cola values include; leadership, collaboration, integrity, accountability, passion, diversity and quality. Since the company has managed to offer a variety of quality products at affordable prices, they have been able to meet their values.
The mission of any organization is usually meant to be used as a guide to the employees so that they can be able to live up to the rules and the regulations of the organization. It is important for the employees to master the company’s mission and the vision so that they can be able to work hard and achieve them. They also offer a road map towards the realization of profits for a given organization. Therefore, it is important for the employees to understan.
Running head Mission, vision, and values. .docxglendar3
Running head: Mission, vision, and values. 1
Mission, vision, and values. 3
Name
Institution affiliation
Date
Mission, vision, and values
.
Introduction
The company that I have decided to study is Coca Cola Company. It started back in 1886 by a pharmacist known as Dr.John Pemberton in Atlanta. Currently is the leading company in the manufacture of beverages around the globe. Just like other companies, coca cola is working towards maintain a sustainable growth for the business in the beverage industries.
Body
Some of the company’s visions include; providing a great place to work for people, to offer a portfolio of drinks and brand, building a network with partners and helping to build and to support a sustainable communities. The company is in line with its vison. This is because they have managed to grow over the years in different cultures and environment. They have also made a partnership with other organization is supporting the communities in different countries which helps in supporting a sustainable community. The employees of this multinational business organization are given the best working condition while at the same time being motivated by great payments. (Papulova, 2014).
The missions of this company are; to refresh the world, to inspire the moments of happiness and creating value in people and the world as a whole. They have managed to achieve their mission by creating value to humanity. For instance, they support games such as football clubs, which eventually creates value in people. In addition to football, they also support music talent via programs such as coke studio, which offers a platform for the musicians to showcase their talents and styles. They have also managed to refresh the world by producing a variety of beverages, which offers their consumers a wide variety of choices. Apart from just producing beverages, they also have water production units, which refreshes the body. They also inspire moments of happiness by organizing events in communities and supporting talents.
The coca cola values include; leadership, collaboration, integrity, accountability, passion, diversity and quality. Since the company has managed to offer a variety of quality products at affordable prices, they have been able to meet their values.
The mission of any organization is usually meant to be used as a guide to the employees so that they can be able to live up to the rules and the regulations of the organization. It is important for the employees to master the company’s mission and the vision so that they can be able to work hard and achieve them. They also offer a road map towards the realization of profits for a given organization. Therefore, it is important for the employees to understan.
COVID19 has made empathy the new norm in marketing. If you’re curious about this new customer reality, how it affects big brands like LVMH and Hilton, as well as how a loyalty program can help, then check Antavo’s related article, featuring a dedicated webinar recording. Here you can find the slides we used during this educational online event.
meaningful brands meaningful companies - 9122020 - Hugues Rey - SBS - ULB Hugues Rey
Meaningful brands meaningful companies - By Hugues Rey - Examples: Danone P&G Chrysler Lacoste BNPPF - data sources: Havas Meaningful Brand - mediabrands
Sustainability as a differentiating factor for brands and companiesInterbrand London
In November 2015, Interbrand, the world's leading brand consultancy, participated in the World Textile Summit. Paula Oliveira from Interbrand London explored how companies can differentiate themselves from their competitors through their commitment to sustainability and build a unique identity that will attract customers.
As strategy director, I was responsible for leading a team of six people in devising a research-backed strategic plan for a comprehensive marketing campaign.
I wrote over 90% of the content and organized the layout for pages 3 through 6, but did not take part in the overall design or production of the plans book.
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Clean Slate Brands - Come i brand possono guadagnare fiducia partendo da zero.
1. CLEAN SLATE BRANDSwww.trendwatching.com 1
CLEANSLATEBRANDSHeritage is the new baggage ;-)
trendwatching.com’s free monthly Trend Briefing April 2013
trendwatching.com/trends/cleanslatebrands
2. CLEAN SLATE BRANDSwww.trendwatching.com 2
Definition
Newer, better, faster, cleaner, more open
and responsive; consumers are rushing
to CLEAN SLATE BRANDS and are now
actually lavishing love, attention and
trust on brands without heritage and
history.
There’s a profound shift in power taking place in the business
arena. With a whole new breed of exceptional new brands
living by the rules of Business 3.0, consumers are now
attracted to unproven and unknown brands the way they
were attracted to established brands in the past. In fact,
‘established’ is now often just another word for tired if not
tainted. The future belongs to CLEAN SLATE BRANDS.
3. CLEAN SLATE BRANDSwww.trendwatching.com 3
1. LUST FOR THE NEW
Driving this trend:
As we highlighted in NEWISM, the consumer arena has never been more fixated
on the ‘new’. Thanks to the democratization and globalization of innovation (not
to mention the celebration of entrepreneurship), brands and individuals from all
corners of the world are now working around the clock to dream up and launch
endless new products and services, that are truly better and more exciting
than 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 consumers
want now (as opposed to yesterday) than the bigger legacy-laden brands they
compete with.
So from being something that was pushed to consumers by businesses (‘new and
improved’), the ‘new’ is now subject to an increasingly strong pull from consumers.
Excited by positive experiences of a ‘new’ that is genuinely ‘better’, consumers are
hungry for more.
Why for consumers, ‘new’ now truly means ‘better’
4. CLEAN SLATE BRANDSwww.trendwatching.com 4
2. INSTANT TRUST
Driving this trend:
The whole concept of ‘brands’ rests on the idea that consumers need
recognizable, trusted symbols, honed over many years, to help them navigate the
wealth of available choices. However this idea is being swept aside in a business
arena* now characterized by INSTANT TRUST.
* This trend is most relevant in mature economies, where trust in big business
has 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% in
Brazil and India (Havas, January 2013). The question is: will big business maintain
this trust?
Why consumers are immediately comfortable, even prefer,
turning to CLEAN SLATE BRANDS
5. CLEAN SLATE BRANDSwww.trendwatching.com 5
IMMEDIATELY KNOWN BORN CLEAN
SIMPLE TRUTH FUTURE FAITH
Now that experiences are increasingly shared,
and even the newest of the new is instantly
reviewed and rated, consumers have THE
F-FACTOR, and feel more confident in being
earlier and earlier adopters.
CLEAN SLATE BRANDS better reflect the
zeitgeist. The fact that they are (by definition)
newly established, means that they often
have ‘new’ business values – such as higher
environmental, ethical and social standards –
deeply baked into their business models and
practices. Just witness how the values of local,
storied, sustainable, progressive new businesses
have been consistently appropriated by big
businesses, as they stumble to catch up here.
CLEAN SLATE BRANDS’ simple, lean
operations (everything from fair labor
practices, transparent supply chains and
clean design) are easily understandable –
and therefore trusted – by consumers. And
with scandal after scandal (from financial
products to horsemeat) being blamed on
excess ‘complexity’, who can blame them?
Business practices are now totally transparent
(and if not, merely waiting to be exposed).
CLEAN SLATE BRANDS know this. Consumers
know that CLEAN SLATE BRANDS know this.
Which explains why, on top of the fact that
CLEAN SLATE BRANDS, almost by definition,
cannot have sinned yet (they’ve just started, after
all), consumers trust them to act correctly in the
future too.
92% trust recommendations from friends and family above all other forms of
advertising, up 18% since 2007. Online consumer reviews are the second most
trusted 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 in
Millward Brown’s BrandZ Top 100
Global Brands Report has fallen
consistently, from 84 in 2006 to 68 in
2012. - (Millward Brown, May 2012)
Brands that simplify customer decision-
making are 115% more likely to be
recommended.
(Corporate Executive Board, May 2012)
64% of global consumers think most
companies are trying to be responsible
only 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 shareholders
encouraged 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 internal
fiefdoms, 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 6
3. OPEN OPERATION
Driving this trend:
CLEAN SLATE BRANDS are natives in a land where communication with brands
is two-way, participatory and less reverential, and as such can connect with
consumers in a way that older brands often struggle to.
Whether it’s through offering financial support, by helping to shape a brand’s
operations, or even by contributing to the product itself (see the Lockitron, Coffee
Joulies and Waze examples below), customers of CLEAN SLATE BRANDS often
feel more in control – a basic human desire – and that they have a meaningful
relationship with the brand*.
* Yes, we too hate the idea that all consumers want to ‘have a relationship’ with
any brand they buy from ;-) There are many purchases that are, and will remain,
purely functional. But even in traditionally ‘low involvement’ categories such as
domestic care, CLEAN SLATE BRANDS with strong stories and identities can
thrive. Witness for example how Method’s design-led, eco-friendly products
succeeded against P&G’s and Unilever’s.
Why using or buying from CLEAN SLATE BRANDS feels
more meaningful
7. CLEAN SLATE BRANDSwww.trendwatching.com 7
Launched in September 2012, Wewi is the first
ever organic soda to be produced in Brazil.
The low calorie soft drink is made from 100%
organic Amazonian guarana, organic sugar and
carbonated water, and is free of artificial flavorings
and preservatives.
Wewi: Brazil’s first ever
organic soda is made with
Amazonian guarana
In December 2012, the creators of Coffee Joulies
(a product which keeps hot beverages hotter for
longer) asked customers to vote to determine
whether or not the brand should move production
from an American factory to a less costly Chinese
one. Consumers could help decide on the location
of manufacturing by making a purchase using
either a USA or China coupon code. To reflect the
lower costs of Chinese manufacturing, the discount
using the China coupon was USD 10, while the one
for the USA was only USD 5.
Coffee Joulies: US-based
company lets consumers
decide whether to move
manufacturing to China
Consumers 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 8
For an example of how consumers will often offer
more information to CLEAN SLATE BRANDS, look no
further than Israel-based Waze, a smartphone traffic
& navigation app that works by users disclosing their
personal information to form community edited maps.
Far from causing an outcry from users, in 2012 Waze
grew its user base from 10 million to 36 million. One
reason is that this sharing contributes to a better
product: maps are constantly updated and incorporate
‘real time’ changes through user data. Waze also has a
social aspect, with users able to sync with other drivers
to share information on traffic issues and gas prices.
Waze: Crowd-sourced
navigation app grows from
10 million to 36 million users
during 2012
No, CLEAN SLATE BRANDS won’t always be cleaner
or more progressive (unfortunately). In January 2013,
Beirut-based W Motors unveiled the HyperSport at
the 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 is
the 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 week
after the car was launched. A signal that ultra-wealthy
consumers will spend serious money on a CLEAN
SLATE BRAND with no history or heritage, even if that
involves delivering a resounding ‘fuck you’ to any eco-
concerns :-(
W Motors: Luxury sports car
developed in the Middle East
Transport is just one industry seeing the emergence of CLEAN SLATE BRANDS:
9. CLEAN SLATE BRANDSwww.trendwatching.com 9
In September 2012, SmartThings raised over USD
1.2 million on Kickstarter. SmartThings allows users
to connect physical objects to the internet, enabling
them to monitor and control doors, televisions, air
conditioning, lights, heaters and more remotely via a
smartphone app, and to receive notifications when
people or pets enter or leave their home. SmartThings
retail kits start at USD 299.
SmartThings: Control of
objects around the home via
mobile app
Lockitron is a device and app that allows users to
lock, unlock and share access to their front door
remotely through their mobile phone. Initially rejected
by Kickstarter, Lockitron formed its own crowdfunding
campaign to raise funds through pre-orders. The initial
goal of USD 150,000 was hit within 24 hours, and five
days after launching the company had raised USD
1.5 million, with reservations exceeding 1,000% of the
original target.
Lockitron: Home security via
smartphone app
Convenience-loving consumers are embracing products and services that make their domestic lives easier, even trusting the security of their
homes to CLEAN SLATE BRANDS:
10. CLEAN SLATE BRANDSwww.trendwatching.com 10
UK-based TransferWise is a service that connects
consumers seeking to exchange GBP and EUR
(and since November 2012 USD), and avoid
bank service fees, high commissions and/ or poor
rates. Currencies are exchanged according to the
common mid-market rate as reported by worldwide
currency markets, rather than traditional retail bank
rates, which are usually much worse. Since the
company launched in January 2011, users have
exchanged over EUR 10 million and saved more
than EUR 500,000 in the process.
TransferWise: Crowd-sourced
currency exchange undercuts
banks
Simple offers its users simplified and accessible
banking through online and mobile apps. Despite
not having the heritage and physical presence
of a traditional bank, Simple launched its first full
release in July 2012, working through the 125,000
customer waiting list that it had built since its
launch was announced in 2010.
Simple:Digitalbankingstart-
upfocusedoncustomerservice
buildsawaitinglistofover125,000
CLEAN 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 11
Snapchat is an app that enables users to share
images that can only be viewed by the recipient
for a few seconds before they ‘self-destruct’. The
developers announced in October 2012 that the
service was processing 20 million images a day,
by December this had risen to 50 million per day;
in contrast to the limited success achieved by
Facebook’s similar ‘Poke’ application.
Snapchat: Temporary photo
sharing app sees explosive
growth
South African social messenging app 2go saw
continued strong user growth in 2012. Indeed
in Nigeria, the service is pushing out Facebook
(with over 10 million users, while Facebook has
5 million). The number of Facebook users in
Nigeria was reported to have dropped by over
300,000 between November 2012 and January
2013, while 2go claimed to be adding 50,000 new
registrations a day.
2go: South African mobile
messenger service beating
Facebook in Nigeria
In 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 12
The ‘personal genetics’ DNA testing company
23andMe announced in December 2012 that it had
raised USD 50 million and was aiming to expand
its genotyping to 1 million customers, up from the
180,000 it had profiled to date.
23andMe: Personal genetics
company targets 1 million
customers
Even in health, where consumers might be expected to be extra mindful about dealing with CLEAN SLATE BRANDS, upstarts are making waves:
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13. CLEAN SLATE BRANDSwww.trendwatching.com 13
Who Gives a Crap is a brand of toilet paper from
Australia which donates 50% of its profits to help
build toilets in the developing world. The brand
reached its target on crowdfunding site Indiegogo
in August 2012, raising USD 50,000 in 50 hours.
A 24 pack of rolls is priced at USD 20. Proof that
there’s room for CLEAN SLATE BRANDS in even
the most staid and ‘mature’ industries ;-)
Who Gives A Crap: Toilet
paper brand donates profits
to help build toilets in the
developing world
“CLEAN SLATE BRANDS
often have ‘new’ business
values - such as higher
environmental, ethical and
social standards - deeply
baked into their business
models and practices.”
Non-profits and social businesses are not exempt from the CLEAN SLATE BRAND phenomenon. Just one example:
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15. CLEAN SLATE BRANDSwww.trendwatching.com 15
IMPLICATIONS and OPPORTUNITIES
First, let’s get one thing straight. The CLEAN SLATE BRAND trend won’t wipe out
all 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 products
from trusted, well-respected brands. Or lust after illustrious brands that go back
decades if not centuries. Remember, no trend ever applies to all consumers, all of
the time.
But CLEAN SLATE BRANDS is a trend driven by a profound shift in consumer
preferences, and as such should get entrepreneur‘s juices going, while at the
same time making switched on business professionals instantly question the
attitude, tone, structure and approach of their brand.
And while the ranks of CLEAN SLATE BRANDS might be filled with innovative
small businesses and fresh start-ups, the characteristics behind successful
CLEAN SLATE BRANDS can be adopted by any brand, including old, big ones:
16. CLEAN SLATE BRANDSwww.trendwatching.com 16
IMPLICATIONS and OPPORTUNITIES
• Learn from the excitement of CLEAN SLATE BRANDS and seize the
opportunity to do things differently. Think new products (such as Nike’s
revolutionary super-sustainable Flyknit running shoe), or even whole
new business ventures (such as Kenyan mobile operator Safaricom’s
M-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 product
portfolios and company structures. Bring clarity and speed to internal
decision-making, and watch as consumers find it easier to understand
everything about your brand.
• Bake in responsibility: Witness how even established brands such as
Patagonia attempt to keep their slate clean with high-profile commitments
to sustainability (such as the brand’s Footprint Chronicles initiative).
• Speak with an authentic voice and have something interesting to say, and
big brands too will connect meaningfully with consumers. Witness Whole
Foods’ wholesome, helpful Twitter account, now followed by over 3 million
people.
• And if your brand feels too large and unwieldy to become a CLEAN
SLATE BRAND, then why not partner or even nurture those that are? From
Telefonica’s Wayra Academy (active in 13 territories across Europe and
South & Central America), to P&G and General Mills’ recent collaboration
with crowdfunding portal CircleUp, this is a great way for even the largest
of companies to tap into the CLEAN SLATE BRAND trend.
While you wipe the slate clean, we’ll be hard at work on our next Trend
Briefing. If you’re not subscribed yet, please do so here » Don’t mess up ;-)
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