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BRAND TRENDS IN 2015: PART 1

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BRANDS as PEOPLE, PEOPLE as BRANDS is the first part of the 2015 trends that I will be describing. Here I discuss the two way trend that is affecting both people and brands.

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Published in: Marketing

BRAND TRENDS IN 2015: PART 1

  1. 1. TRENDS COMMUNICATION 2015 #1 brands as people people as brands S E M I O S E A R C H . L T
  2. 2. to be honest, this is not something that started happening in 2014 or even 2013. We have been witnessing the emergence of this trend for at least the last 5 years. because in 2015 we are going to see the trend on the rise – up until the point where everybody will start thinking that something is definitely wrong with humanity and its obsession with effigies. In the meantime, the brands are going to be feverishly searching for ways to appear human and authentic, if even for a day. WHY SHOULD WE CARE ABOUT IT NOW? NOW?
  3. 3. brands are trying to become more like people and people are trying to become more like brands THE IRONIC TREND … …
  4. 4. traditionally understood as something that acts as an interface, between the service/product provider and the clients/customers BRAND 1.HUMANIZATION
  5. 5. traditionally understood as something that acts as an interface, between the service/product provider and the clients/customers presented as run and developed by people, fueled by the idea that it is the people that make it authentic and exciting BRAND HUMAN 1.HUMANIZATION
  6. 6. liveandalive behindthescenes storymaking HOW DOES IT MANIFEST ITSELF or how do we really know that it is happening? live marketing is not only a different marketing paradigm. It is the human quality brands have been lacking most of the time: being present in specific moment of time and space. This is the ability to show spontaneous reaction (an inherently human feature) – those who succeed in creating authentic reactions, thrive. look for oreo cookie dunk in the dark for reference #1 #2 2 years ago the whole “behind the scenes” or “the making of” thing kicked-off with McDonald’s (in)famous photoshoot. But the ground-breaking thing was not the dark side of the burger, but the presence of the marketing director – a person stating his/her intentions that most of the time happen to be brand intentions. #3 yes, instead of presenting us with fictional stories, brands started making or facilitating stories, i. e. setting up the scene for the story to happen. Out with the storytelling, in with the storymaking. look for oreo cookie dunk in the dark for reference look for Dove beauty sketches anywhere, you’ll find it
  7. 7. BRAND HUMAN 2.BRANDIZATION being understood through action and direct impact he/she makes on people or society
  8. 8. BRAND HUMAN 2.BRANDIZATION being understood through mass communication becoming an interface for all kinds of commercial activities: co-branding, sponsorships, content marketing, brand extensions and etc. being understood through action and direct impact he/she makes on people or society
  9. 9. brandextensions social responsibility content marketing HOW DOES IT MANIFEST ITSELF or when a person is truly a brand and no longer a person? for a person to be a proper brand, he/she has to co-operate or, to be more precise, to co-brand with other brands. After this – the next natural step is to have brand extensions and to cover as much ground as possible #1 #2 as a quality brand, the person should indulge in social responsibility and give something back to the community – or at least that’s the current thinking #3 we know about social media presence, but there is something much more important than that – producing content, dozens of it even, and distributing it through numerous content publishing platforms
  10. 10. co-branding andbrand extension phase #2 back tohuman#3 brand-building#1 telling your story and establishing your brand values – yeah, we‘ve all been there. This is still about the things you do best now this is the serious phase – extending your brand beyond your core competences, going into e-commerce (a must), co-branding with the biggest of brands (H&M) this phase is about losing your way and getting back to the heart of what makes you human – authentic amateurism. Beyoncé releases a redeeming 7/11 music YouTube video that makes everybody think that “wow, she’s just like us after all” BALANCING THE HUMAN / BRAND back in 2013 the guardian featured article Can brands learn from Beyonce which marked the changing understanding of what we consider being a brand
  11. 11. the central element to the brand was and still is the promise of consistency – the idea that there is central concept around which resolves everything that a brand does but consistency is not enough, now most of the time brands have to prove that they have an authentic way of being and an authentic purpose DOMINATING CODE EMERGENT CODE CONSISTENCY AUTHENTICITY
  12. 12. the central element to the brand was and still is the promise of consistency – the idea that there is central concept around which resolves everything that a brand does DOMINATING CODE EMERGENT CODE CONSISTENCY AUTHENTICITY so the reason behind why people are pretending to be brands is that they want to prove consistency; while brands trying to pretend/reveal that they are human, are working in the opposite direction – towards authenticity but consistency is not enough, now most of the time brands have to prove that they have an authentic way of being and an authentic purpose
  13. 13. SEMIOSEARCH.LT A n d r i u s G r i g o r j e v a s

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