“The next consumer revolution has begun,” states Clara Hendon of Sterling Brands (http://sterlingbrands.com). This is one of the trends that she presented to attendees of the Destination Design Management conference this month in Huntington Beach, California.
Ms. Hendon highlights the following trends:
1. for consumers, it’s re-evaluation time
2. brandicide – a trend on the rise
3. brands out of sync are brands out of favor
4. consumer skepticism – now on steroids
5. make it in america…but make it great
6. at-home incubating – it’s all the rage
7. local – the connection that matters
8. addiction to discounting can hurt a brand
9. the next consumer revolution has begun
10. from frivolity to frugality
What is CBx ADvocate?
The ADvocate campaign is a unique concept that brings together the strengths of two successful organizations; your promo products and Creativeblox.
Who is it meant for?
Our audience are ad specialty firms, decorators and promotional products manufacturers in USA, Canada, Australia and the UK.
How does it work?
CBx ADvocate is a campaign specifically developed to bring more sales and profits to our clients by leveraging our capabilities in Appointment Setting, Telesales, Email Marketing, Creative Services & Customer Experience Management
Home Depot Integrated Marketing Communications Plan - IMC 610Stephanie Holman
Integrated marketing communications plan for Introduction to Integrated Marketing. Plan cover creative and communication strategies for Home Depot to better reach the older Millennial market.
WE BELIEVE THAT TODAY EVERY BRAND IS FIGHTING TO GET INTO CUSTOMERS' HEARTS, MINDS AND HANDS
WE EXIST TO HELP YOU WIN THE FIGHT
We are Forest Creative. We are the agency for the digital revolution.
When we say full-service, that’s exactly what we mean.
At Forest Creative we have the skills and capabilities in-house to deliver on almost any communications project. From strategy, through to production and delivery, we aim to provide experiences of value, building and maintaining a conversation between people and brands.
This is why we’ve mastered a beautiful composition between Image enhancements to Storytelling. It's not about simply interrupting people. It's about engaging them in the places they're actually paying attention and delivering a compelling message that creates an impact.
That’s why we specialise ‘MARKETING IN THE AGE OF DISTRACTION’
Be it
Brand Development
Corporate Identity Kits
360 Degree Marketing Strategy
Mobile & Web
Social Media Marketing
Interactive Space Design
Retail Store Space Design
Exhibition Space
Visual Merchandising
Corporate Office Theme Design and Events
Email & Content Marketing
Lead Generation
Photography
Explainer Videos
Corporate/Ad films.
On another note, We also specialise in image enhancement, creating value to the photographs/images used for web, advertisements, social media postings and image stocks.
We create amazing results for our (growing) list of pioneering clients. We’re not just an agency, we're a trusted partner.
Get to know us, you won’t be disappointed!
What is CBx ADvocate?
The ADvocate campaign is a unique concept that brings together the strengths of two successful organizations; your promo products and Creativeblox.
Who is it meant for?
Our audience are ad specialty firms, decorators and promotional products manufacturers in USA, Canada, Australia and the UK.
How does it work?
CBx ADvocate is a campaign specifically developed to bring more sales and profits to our clients by leveraging our capabilities in Appointment Setting, Telesales, Email Marketing, Creative Services & Customer Experience Management
Home Depot Integrated Marketing Communications Plan - IMC 610Stephanie Holman
Integrated marketing communications plan for Introduction to Integrated Marketing. Plan cover creative and communication strategies for Home Depot to better reach the older Millennial market.
WE BELIEVE THAT TODAY EVERY BRAND IS FIGHTING TO GET INTO CUSTOMERS' HEARTS, MINDS AND HANDS
WE EXIST TO HELP YOU WIN THE FIGHT
We are Forest Creative. We are the agency for the digital revolution.
When we say full-service, that’s exactly what we mean.
At Forest Creative we have the skills and capabilities in-house to deliver on almost any communications project. From strategy, through to production and delivery, we aim to provide experiences of value, building and maintaining a conversation between people and brands.
This is why we’ve mastered a beautiful composition between Image enhancements to Storytelling. It's not about simply interrupting people. It's about engaging them in the places they're actually paying attention and delivering a compelling message that creates an impact.
That’s why we specialise ‘MARKETING IN THE AGE OF DISTRACTION’
Be it
Brand Development
Corporate Identity Kits
360 Degree Marketing Strategy
Mobile & Web
Social Media Marketing
Interactive Space Design
Retail Store Space Design
Exhibition Space
Visual Merchandising
Corporate Office Theme Design and Events
Email & Content Marketing
Lead Generation
Photography
Explainer Videos
Corporate/Ad films.
On another note, We also specialise in image enhancement, creating value to the photographs/images used for web, advertisements, social media postings and image stocks.
We create amazing results for our (growing) list of pioneering clients. We’re not just an agency, we're a trusted partner.
Get to know us, you won’t be disappointed!
Your brand is one of the most important things you'll build as an entrepreneur and can add immeasurable value to your company. But what really is branding? Why does it matter and what kind of benefits can it bring me? This short preso was for the Yodlee Incubator and seeks to answer some of these questions and also provide aspiring entrepreneurs with a short guideline on how to get started building lasting, memorable brands.
Enjoy!
Kindly go through the Brand Consultancy Presentation. It takes you through our entire portfolio which includes brand consultancy, research and design.
It also has some Case-Studies for some projects handled by us.
Home Depot Integrated Marketing Campaign Plan for IMC 610Genifer Snipes
This campaign plan was for the first class I completed in West Virginia University's Integrated Marketing Communication masters' program. In six weeks, I completed a preliminary environmental audit and marketing campaign encompassing PR, advertising, and sales promotions in addition to learning about many of these topics for the first time.
Like products and services a business too needs to be branded. The better the brand image of the business the easier to sell its products or services
P Ramakrishnan
rama171@gmail.com
In this session, students will see how branding influences advertising as a brand act as an identity for the product in the market. A marketer should take into consider all the good and negative points before naming a product.
How leading brands are creating fanatical followings and ludicrous loyalty by doing things differently. This presentation will teach you:
- The single biggest marketing mistake CMO's and marketing directors are making.
- The four critical things every brand needs to figure out, ASAP!
- Why creating a cult following has nothing to do with buying ads.
As a full-service B2B agency, we're no strangers to complicated.
We go further and dig deeper to truly understand our clients' business. Cutting through the noise to identify the unique, the unusual and the stimulating.
We call this Extracting the Extraordinary.
Through this approach, we simplify the complex, craft compelling creative and deliver results.
Every CEO's Secret Weapon for Growth: Know Your Consumer
November 2013
You've heard the mandate "Know Your Consumer" but do you understand its true value to your company? Leaders who regularly tap consumer insight know that this is the key lever for sustained business growth. In this white paper, we examine methods of closing the company-consumer gap, and dig into examples of well-known companies that have done so successfully.
This presentation expresses our view on the long term effects of the recession on consumer attitudes and behaviors, and introduces our concept of the M-Powered Era - the next generation of consumers.
Your brand is one of the most important things you'll build as an entrepreneur and can add immeasurable value to your company. But what really is branding? Why does it matter and what kind of benefits can it bring me? This short preso was for the Yodlee Incubator and seeks to answer some of these questions and also provide aspiring entrepreneurs with a short guideline on how to get started building lasting, memorable brands.
Enjoy!
Kindly go through the Brand Consultancy Presentation. It takes you through our entire portfolio which includes brand consultancy, research and design.
It also has some Case-Studies for some projects handled by us.
Home Depot Integrated Marketing Campaign Plan for IMC 610Genifer Snipes
This campaign plan was for the first class I completed in West Virginia University's Integrated Marketing Communication masters' program. In six weeks, I completed a preliminary environmental audit and marketing campaign encompassing PR, advertising, and sales promotions in addition to learning about many of these topics for the first time.
Like products and services a business too needs to be branded. The better the brand image of the business the easier to sell its products or services
P Ramakrishnan
rama171@gmail.com
In this session, students will see how branding influences advertising as a brand act as an identity for the product in the market. A marketer should take into consider all the good and negative points before naming a product.
How leading brands are creating fanatical followings and ludicrous loyalty by doing things differently. This presentation will teach you:
- The single biggest marketing mistake CMO's and marketing directors are making.
- The four critical things every brand needs to figure out, ASAP!
- Why creating a cult following has nothing to do with buying ads.
As a full-service B2B agency, we're no strangers to complicated.
We go further and dig deeper to truly understand our clients' business. Cutting through the noise to identify the unique, the unusual and the stimulating.
We call this Extracting the Extraordinary.
Through this approach, we simplify the complex, craft compelling creative and deliver results.
Every CEO's Secret Weapon for Growth: Know Your Consumer
November 2013
You've heard the mandate "Know Your Consumer" but do you understand its true value to your company? Leaders who regularly tap consumer insight know that this is the key lever for sustained business growth. In this white paper, we examine methods of closing the company-consumer gap, and dig into examples of well-known companies that have done so successfully.
This presentation expresses our view on the long term effects of the recession on consumer attitudes and behaviors, and introduces our concept of the M-Powered Era - the next generation of consumers.
Presentation given at the Food & Beverage Conference in Athens, November 2008. Based on insights research done in Greece, we present 10 topics to (make you) think about, with a focus on customer centric marketing and innovation.
The Customer Revolution: 3 Remarkable Stories to Live ByVision Critical
There's a revolution going on.
We are living in the age of the empowered customer. Fuelled by the widespread adoption of cloud, social, and mobile technologies, our customers now have access to more information, more choices, and more opportunities to broadcast their opinions than ever before.
Equip yourself for today’s empowered customer. Read this Slideshare presentation to learn about 3 companies that are showing what it means to thrive in the customer revolution.
To learn more, read the manifesto for companies in the age of the empowered customer: http://bit.ly/custrevs
Enterpreneurs Don't Guess: Building an MVNPBrian Massey
An overview of the tools entrepreneurs use to determine if an idea has a market, and if they can come up with a message that sells that idea. The Maximum Non-Viable Product (MVNP) takes the risk out of launching new products and services.
Avoiding Disaster: What a Successful Website Redesign Looks LikeBrian Massey
Brian Massey, founder of Conversion Sciences (www.ConversionSciences.com), discusses the perils of doing a website redesign and how to end up with a site that performs better in the end. We explore case studies of redesigns that have soared and those who have crashed. You’ll leave with practical advice on how to assess your existing site to decide if a redesign is even needed. This webinar was hosted by UserTesting.com.
The Unexpected Website Formulas of The Conversion Scientist™Brian Massey
Here are 18 unexpected formulas that you can put to use on your website for more sales, more leads and more subscribers. From the Amazon Marketing Best Seller "Your Customer Creation Equation" by Brian Massey
How does a Conversion Scientist look at a blog? What are the metrics and measures he uses to drive success? This is the subject of this presentation based on the success of The Conversion Scientist™ blog.
- How did Conversion Sciences double and triple results in 2014?
- What makes a blog erupt?
- How do you turn your blog pages into lead-generating pages?
How do you create landing pages for luxury products? Into the Vineyard offers luxury wine tours for wine regions around the world. See what we felt they could do to improve conversions on their landing pages.
Turn Recorded Webinars into Sharable, Lead Generating ContentBrian Massey
This presentation will show you how to turn up the frequency and quality of your content output, with a minimum of time and resources.
We'll introduce you to the content cascade and inexpensive tools that turn Webinars into sharable, lead-generating content.
www.CascadeContent.com
How Amazon Crushes the Competition-Bryan EisenbergBrian Massey
How Amazon.com uses relentless customer-focused optimization to crush competitors. Conversion Sciences captured Bryan Eisenberg's Keynote at Conversion Conference San Francisco 2014.
QA: How I Learned to Stop Breaking and Start Loving TestsBrian Massey
Joel Harvey details new ways to look at quality assurance and outlines the approach his company, Conversion Sciences ensures it's tests don't break client websites
Killer Conversion Copy: Getting Past the Bouncers in Your BrainBrian Massey
Why do we have to work so hard to get our persuasive messages heard? Why is it conversion so difficult? Why don't people read?
This presentation introduces you to two "bouncers" in the human brain that keep marketing messages from penetrating and tells you what to do about them.
"There are 3 or 4 visitors coming to your webite from thousands of addresses." This is the premise that, if you accept it, makes it much easier to create great online experiences. Turn your website into a high-converting website with personas.
Chemistry of Conversion by Brian MasseyBrian Massey
Do you know how to get a REACTION from the vistors to your Web site? Do you understand how to combine the elements of online marketing in powerful ways.
Brian Massey does. The Conversion Scientist™ presented The Chemistry of Conversion at ProductCamp Austin 6 on January 15, 2011.
Web Analytics: Tools and Best PracticesBrian Massey
You are invited to get to know your Web visitors through the eyes of Web analytics. "Analytics" is the information collected by a number of software packages about how users are using your site. You can learn from them:
1. How many people are coming to your site each day?
2. Are visitors finding the information they are looking for?
3. How many of your visitors start to buy? How many don’t make it through?
4. Which pages cause people to leave altogether?
Ultimately, your analytics help you answer the question, "Why?"
Brian Massey walks you through the things you should measure and shows you how they impact your business.
Conversion Science Brian Massey and Heather Lloyd MartinBrian Massey
Online Sales Conversion expert Brian Massey and Heather Lloyd Martin talk about Web sites that convert, complete with a challenging quiz. How will you score? Presented at Innotech Portland 2010.
Killing Brad Pitt: Define and Understand Your VisitorsBrian Massey
Any great search marketing effort begins with some idea of who you will be attracting to your site.
Duh.
At PubCon 2009 in Las Vegas, Brian Massey took a group of search marketers through the process of dismantling the false images of who they are marketing to, and helping them focus on the visitors that will generate success for them and their businesses.
Killing Brad Pitt: Why Buyers Fail to Take Action on Your Web SiteBrian Massey
We all have an image in our mind of the perfect visitor. He's handsome, excited about our products and ready to buy.
And he's a fantasy.
Learn how to use Touchpoint Personas to create an online experience that will turn visitors into leads and sales.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
EASY TUTORIAL OF HOW TO USE CAPCUT BY: FEBLESS HERNANEFebless Hernane
CapCut is an easy-to-use video editing app perfect for beginners. To start, download and open CapCut on your phone. Tap "New Project" and select the videos or photos you want to edit. You can trim clips by dragging the edges, add text by tapping "Text," and include music by selecting "Audio." Enhance your video with filters and effects from the "Effects" menu. When you're happy with your video, tap the export button to save and share it. CapCut makes video editing simple and fun for everyone!
Maximize Your Content with Beautiful Assets : Content & Asset for Landing Page pmgdscunsri
Figma is a cloud-based design tool widely used by designers for prototyping, UI/UX design, and real-time collaboration. With features such as precision pen tools, grid system, and reusable components, Figma makes it easy for teams to work together on design projects. Its flexibility and accessibility make Figma a top choice in the digital age.
Technoblade The Legacy of a Minecraft Legend.Techno Merch
Technoblade, born Alex on June 1, 1999, was a legendary Minecraft YouTuber known for his sharp wit and exceptional PvP skills. Starting his channel in 2013, he gained nearly 11 million subscribers. His private battle with metastatic sarcoma ended in June 2022, but his enduring legacy continues to inspire millions.
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
2. Introduction
overview
predictions for key themes influencing branding for 2009
snapshot of consumer mindset today
− hopes, frustrations, feelings, values
how societal shifts may influence relationships with brands
raw hypotheses vs proven phenomena
our inspiration
qualitative assessment by sterling strategy team made up
of our “road warriors” - brand strategists, researchers and
planners
− 1,000’s of consumer, client, employee interviews
− multiple categories and businesses
year end download of common themes and patterns
they’ve seen in the marketplace which serve as our
foundation for our predictions the following year
2
3. Who we are
we’re a leading marketing and branding agency,
formed in 1992, and a member of the Omnicom
Group of agencies
we deliver inspiring solutions that drive brand
growth for our clients
we are catalysts that stimulate your brand in order
to create real impact in the marketplace
we work with corporate and consumer brands and
operate nationally and globally
we have a staff of 90 professionals in the US
new york san francisco london singapore
3
4. The path of our practice
strategic consulting
positioning and innovation
market research
ethnography, qualitative, focus groups,
quali-quant, quantitative, online, offline
brand design
design intelligence, corporate and brand
identity, collateral, packaging graphics and
structure, naming, web site design
4
5. In a wide array of industries
household
cpg
retail
media
entertainment
5
6. We know brands and
consumers really, really well!
2008
600 80+
in-facility consumer industry, category
6,800 1,035
discussions and competitive
analyses
consumers on-location
interviewed consumer
face to face discussions
6
9. From conspicuous consumption to serious re-
evaluation…be prepared for fundamental and
radical new thinking about brands.
2009 marks the first year after 30 years of
conspicuous consumption and consumers are
seriously re-evaluating EVERYTHING
cataclysmic series of events brings us to our
senses - energy crisis, environmental instability,
economic meltdown and ethics in shambles
as a country, we have been left financially
overstretched and this causes the ultimate
anxiety and stress
a coming back down to earth…this is “not a
lifestyle for me anymore”
President Obama has called for “a new look at
ourselves”
many forced into re-evaluation given the loss of
a job/home
everyone is going through “mid-life crisis”, no
matter what age you are
this is a paradigm shift from spending to
simplicity
9
10. Calvin Klein’s new “one” campaign
is perfect for these times”:
implication for brands
expect and respond to real and
permanent behavioral change
those who are waiting for
things to return to ‘normal’ are
in for a serious disappointment
we’re in this all together
remember that RELAXING is
now what is EXCITING
keep your consumer closer
than every
10
12. “Brandicide” = brands that bring
about their own demise.
inevitable by-product of recessions
those that lack the strength, skills and
smarts to survive…Darwinism in action for
brands
much “brandicide” is self imposed – because
the brands are undifferentiated, mismanaged
and using the same management style in bad
times that they did in good ones:
− Lehman Brothers, Merrill
− Chrysler/GM
− United
− Budget
− Circuit City
− Fortunoff
discriminating consumers are outing brand
fakes and, as in human nature, moving away
from sinking ships
12
13. Page from Lehman Brothers website
announcing bankruptcy:
implication for brands
have passion in your craft
have genuinely different
things to say
focus and differentiation is
paramount to brand
survival…just look at Apple
13
15. Brands must align themselves with
the mood of the nation.
the consumer is more sophisticated than ever
and knows instinctually what a brand can and
can’t be
align though positioning and overall ALL
marketing activity
the good:
Wal-Mart’s “save money, live better”
message… “ live better” along wouldn’t work
Target’s ironic take on surviving the economic
crisis
Hyundai’s Assurance campaign
the bad:
Citi’s “live richly” campaign…out of tune, very
quickly
AIG $500K retreat at a posh Californian
beach resort
LG tagline “life’s good” has already been
back-burned
“Life is Good” clothing brand might want to
consider renaming themselves “Life is Not
Good”!
15
16. Wal-Mart has its day in the sun and
their new logo supports a justified
optimism:
implications for brands
constantly check in with
the marketplace mood
because it is changing
daily
consumers will weed out
brands that aren’t in sync
with the country…so get
in sync!
16
18. Consumers are starting from a place of
mistrust and scrutinize claims, promises
and benefits…thanks to the internet.
this is an entire generation that has been
bombarded with ads and brand messages
their entire life…they simply don’t believe or
trust what brands say about themselves
fuelled by rampant fraud (Bernard Madoff)
fuelled by quality scares (China)
fuelled by greater access to opinions and
critiques (Yelp.com, Twitter)
skepticism about bold claims without specific
support data (greenwashing)
consumer doing even more research
less reliance on company created marketing
− third party endorsements easy to access
and more credible such as Consumer
Reports, AMA and Good Housekeeping
− peer group endorsement becoming
more important
18
19. Benjamin Moore’s green standard badge
exudes quality assurance and
transparency:
implication for brands
this is a PERMANENT consumer
change, so house-clean to strip
out the “claim-fluff”
delight your brand
champions…your best
advertisement (but you have
to find them!)
be transparent, focus on
making your product excellent
and be passionate about your
brand because this is infection
19
21. Economic crisis encourages more
patriotism in our purchasing behavior.
this is a common reaction in times like this:
recession, jobloss my the millions, new party,
new president
what is different this time around is access to
information on the internet…and this has
changed EVERYTHING
growing apprehension about our dependence
on China
deep desire to make cars…in America for
America…BUT only if the product is as good as
it is overseas
steel is the latest industry to seek help (expect
a rise in “protectionism”)
− asked for “buy American” clause to be
added to every provision
promise of massive domestic infrastructure
investment
President Obama: “the best thing in America is
when we come together as a society in times
of crisis”
economic and environmental incentive
− supporting local industry
− reducing carbon footprint
21
22. Love it or leave it, Pepsi’s new logo
and tag line celebrates America and
change:
implications for brands
leverage domestic
credentials where we can
do not exploit patriotism…a
form of emotional
blackmail
the finished product must
be as good as the best
from abroad
22
24. Faith Popcorn’s concept of “cocooning” in
the 90s has resurfaced 20 years later as
“incubating”…the new “wired safe house”
allows us to hunker down, retreat, conserve
and be productive.
learn new skills
online shopping
self-education
building stronger social networks and family
connections (facebook)
The passive pursuit of cocooning is being
replaced by more active incubating.
growth of educational brand Rosetta Stone is a
prime example
popularity of games like Wii that develop skills
as well as friendships
growth of “from scratch” and gourmet
cooking…self-trained connoisseurship
success in instructional websites, university
course, videos and magazines and DIY
growth of the slow food movement and the
return of the pot luck dinner party
careers are born - learn a skill, order the
supplies, sell on etsy.com or ebay
24
25. Explosion of activities and
education for the home:
implications for brands
consumer’s new activity
of “incubating” presents
extraordinary
opportunities for brand
growth
so explore and promote
your role in “home-living
& learning”
25
27. When consumers fully understood the
gravity of the economic crisis in the fall of
‘08, longtime established spending habits
and patterns literally changed overnight,
taking experts completely by surprise.
Now we’re embracing a culture of thrift,
out of necessity and fear, and we’re
seeing this evolve into fun.
opting even more for store brand products
sticking with the previous model of short
cycle tech products for longer
seeking out pre-owned products more than
ever taking business models such as ebay
and craigslist to a new level
endorsing new no-frills dining from famous
chefs
being fulfilled by spending less and enjoying
the thrill of being smart about money…we are
buying cheap and used
“Smart Cookies” book franchise is taking off
27
28. Ina Garten gets “back to basics” with
her her new cookbook:
implications for brands
consumers shifting shopping
habits focus from wants to
Magazines take pride in helping readers
needs
find deals in mass market:
brands should address
strategic positioning and
executional messaging
intellectual power will be
channeled by marketers into a
better understanding of “the
science of NEEDS”
28
30. All roads are pointing to local, and this
is the purchasing decision that allows
consumers to really make a difference.
culturally:
consumers are more committed to supporting
their local communities in every which
way…just look at the explosion of farmer’s
markets
consumers are opting to support their local
shops over chains (wine shop, book store, etc.)
economically:
this will become even more prevalent when we
experience the next upward spiral in gas prices
making the cost difference from Amazon to a
local book store smaller
environmentally:
carbon footprint more universally understood
concept with disasters like Katrina make
consumers realize global warming is here now
30
31. Climate Counts helps consumers
vote with their dollar:
Retail stores plug into the community
with classes:
implications for brands
defining and celebrating your
connection to the community
− local production
− local grown
− local social causes
huge opportunity for retail to
connect and nurture their
community:
− Classes at Apple
− Baby Gap recently had
Olivia and Cat and the
Hat appear live for book
readings
31
33. Discounting looks like a good thing –
consumers get their bargains and retailers
shift their stock, but this short term will
essentially reposition a brand.
“60% off” is the norm
“buy one, get two free” is the latest favorite
promotion
discounting battle could permanently scar
brands
− some could be “de-positioned” by
downward pricing activity
− for example, Gap, Saks, Circuit City and
Denny’s
effect should be minimal for those already
committed to the strategy (e.g. Wal-Mart)
we admire courage of premium brands who
offer no discounts (Coach and Patagonia)
33
34. Quiznos’ new ads (what happened to the
toasted buns?) - positioning themselves
as a value meal vs a quality meal:
implications for brands
for apparel, food, electronics
and auto businesses,
desperate discounting poses a
real (and potentially
permanent) threat to many
brands
focus on long-term positioning
versus short-term solutions
we believe it is critical for
brand owners to support your
brand’s true positioning in the
marketplace
34
36. This is, fundamentally, a new consumer era
will take root in 2009 driven by consumer
response and attitudes towards economics,
ethics, energy and the environment
(ironically these are the same four pillars
that failed us in 2008).
quality of life rather than possessions in
life…choosing a family vacation over shopping
being community-driven and not so
individually-driven…“we” vs “me”
new innovative thinking will replace (failed)
historical approaches (the ‘08 election reflects
our collective attitudes)
a calmness and simplicity rather than stress
and complexity…choosing time with our families
over a time zapping promotion
human health as opposed to corporate
wealth…putting our personal well being and
health above corporate success (“health is
wealth” is back)
36
37. Axiom Legal allows lawyers to work from
home and consult with their clients:
implications for brands
the birth of “accountable branding,
accountable marketing”
this is paramount to keep in mind for
brand success, not to mention brand
survival
The upper middle
accountability for products (doing
class reclaims the
what they say), accountability for
pre-fab home:
messaging (saying what they do),
accountability for the environment,
for communities, for employees…
the list goes on and on
37
37
38. A few final thoughts
Over the many years that we have done this
report, 2009, in every way, is by far the most
complex and challenging years we’ve seen.
hard to find anything positive in the constant flood of
terrible news coming from the marketplace
but we believe markets and consumers will find new
high ground and new solutions from the current
marketplace mess
2008 will be seen as a watershed year when
fundamental consumer behavior changed.
this fact alone should inspire us all
new eras are always exciting and exhilarating
let's hope that this is no exception
38
39. A summary of our predictions for ‘09
1 for consumers, it’s re-evaluation time
2 brandicide – a trend on the rise
3 brands out of sync are brands out of favor
4 consumer skepticism – now on steroids
5 make it in america…but make it great
6 at-home incubating – it’s all the rage
7 from frivolity to frugality
8 local – the connection that matters
9 addiction to discounting can hurt a brand
10 the next consumer revolution has begun
39
41. sterling brands
sterling brands.com 350 fifth avenue 41 grant avenue
new york ny 10118 san francisco ca 94108
v 212 329 4600 v 415 248 7900
f 212 329 4700 f 415 248 7979