THE
BRAND GUIDE 2017 A report on changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
About this report Trends are important for a couple of reasons. First and foremost they introduce new ways to create and communicate value. Secondly, they shape our expectations and even worldview. Ignoring trends is staying blind to opportunities that in the long term become strategic problems that prove to be much more difficult to solve. But there are a couple of barriers that we have to be aware of before diving into the fascinating world of change. We often forget is that trends are not isolated instances of something happening, but rather are entities entirely determined by context. In order to apply a trend you need to understand what causes it to appear or become more widespread. That means answering the essential question of what does this trend solve. This helps us to discard short-term development and to focus on important value-creating mechanisms. The most frequent misconception is that trends are only relevant when spotted and applied in the same industry. This belief couldn't be further from truth as the process works in an exactly opposite way. Trends bring most value when the principles that they are based on are applied in a different environment thus fostering and creating true innovation. Looking for change that originates elsewhere is the first step needed to start transforming your business, organisation or brand. We made this report to provide a focused and grounded overview on the most important major shifts that will determine the role that brands and companies will play in our lives in the upcoming years. Wishing you a productive year, The Be&Do team 2
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
Report by
We integrate trend research into our brand strategy, experience design and product innovation projects to help brands create unique and sustainable positionings.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Email: lets@beand.do Š Be&Do | Brand Management | www.beand.do
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02
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INTRO
CONTEXT
TRENDS
What trends are and how they emerge.
The changes and events that will shape consumer expectations and priorities in 2017.
New ways of creating and communicating value.
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
© Be&Do | Brand Management | www.beand.do
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INTRO
What trends are and how they emerge.
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
© Be&Do | Brand Management | www.beand.do
01 INTRO
Trends as an answer — a trend is a principle that explains a change that is happening across different dimensions.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
© Be&Do | Brand Management | www.beand.do
01 INTRO
Why trends?
How trends work?
Trends allow us to build scenarios of the possible futures.
Trends solve problems or fulfil explicit or implicit human needs.
Trends enable us to be proactive about the change in the world or find solutions that are emerging outside our field.
Big events, long-term shifts and any societal factors result in trends gaining momentum, becoming mainstream or resurfacing in a different form.
Trends are the best indicators of changing consumer needs and priorities.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
01 INTRO
1. An ever changing World
2. Changing needs & priorities
3. Emergence of trends that best respond to changed situations
Events
Shifts
Consumers
Trends
Factors
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
01 INTRO
Example trend CONSUMERS
Underlying needs Social media allows us to express ourselves and gain social status
TRIGGERS & FACTORS
TREND
Social persona Over time your social persona becomes fixed and you are unable to escape the image you have created.
Digital footprint and availability Social media content is aggregated and without proper measures information about you could leak, be stored elsewhere, used by potential employers or contractors.
Ephemeral messaging disappearing social media messages
Security Break-ins raise the awareness of data-safety.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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CONTEXT
The changes and events that will shape consumer expectations and priorities in 2017.
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
02 CONTEXT
Health
Previously seen as “too big to change”, the health sector is now seeing a surge of startup funding. 11
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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Pharma hacking
Health as currency
Accepting marijuana
Creating cheaper drug alternatives by (mostly illegally) acquired data.
Collecting and analysing personal health data to offer incentives and rewards.
Recreational marijuana gets approval by more states.
When Mylan, maker of the EpiPen, used its monopoly to raise the device’s price to $600, pharma activitists called Four Thieves Vinegar offered a way to make one yourself for just $30.
Vitality health insurance rewards, insurance partnerships with health-trackers.
In the U.S., by the end of 2017, almost 30 states will have laws legalising marijuana in some form.
THE Trends BRAND reportGUIDE 2017 2017 — Changes in consumer expectations & emerging trends
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02 CONTEXT
Sports
When everyone runs the marathon, your medal is worth less than it used to be. 13
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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Fall from grace
Activity radicalisation
Doping, immoral behaviour, organisational fraud, FIFA and national cheating scandals.
New sports enter the Olympic arena, exercise regiments become more intense, while cage fighting completes its journey from underground to the Madison Square Garden.
Systematic, centralised and (not anymore) secret - an unprecedented doping scandal, involving more than 1,000 Russian athletes across 30 sports, has been uncovered.
New sports approved for 2020 Olympic games, intensive exercise regiments become the new norm, sports-related brands like Under Armour, Equinox, Asics show off more intense image campaigns.
THE Trends BRAND reportGUIDE 2017 2017 — Changes in consumer expectations & emerging trends
AI/data driven sportsmanship Personal data, algorithms and DNR research transform how people are selected for professional careers and how they go through training. Camera technology helps deconstruct baseball as accurately as ever, wearable tech gets integrated in college sports, sports apps get more advanced. Š Be&Do | Brand Management | www.beand.do
02 CONTEXT
International
As a result of powers that can’t keep their promises, the biggest problems of 2016 were global and they are here to stay. 15
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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Failing globalisation Public attitudes towards globalisation and its effects are getting more negative.
Trump, Brexit, public opinion, job scare rhetoric. 16
THE Trends BRAND reportGUIDE 2017 2017 — Changes in consumer expectations & emerging trends
Rebirth of the country brand The discussion of worldly events like the U.S. election revived the element of “how is this making us look”, as countries try to establish unique positions and turn into fully functioning brands. Nordic countries regional brand initiative aims to strengthen the brand of the whole region.
Powerless powers Biggest world’s nations and international organisations are helpless in preventing or solving military crises or terrorist acts. The never-ending refugee crisis, ISIS, Boko Haram, failing global warming initiatives, the rapid spread of the Zika virus, Berlin, Nice and Brussels attacks, hacking scandals. © Be&Do | Brand Management | www.beand.do
02 CONTEXT
Fashion
Fashion’s focus has shifted from runways to the streets and providing for a bored yet impatient customer. 17
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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Simpler times The longing for 80’s street culture and well-known logos turned into a mainstream trend, tailor-made for millenials.
The rise of vintage-looking band merchandise, successful product lines by Adidas, Champion, FILA and many more. 18
THE Trends BRAND reportGUIDE 2017 2017 — Changes in consumer expectations & emerging trends
Back from the underground
See now buy now
Young designers from ex-Soviet countries kick-started a new trend – scarcity nostalgia.
A new distribution model, adopted by Burberry and Tommy Hilfiger, redefined how the whole fashion cycle works and made it more customer-friendly.
Demna Gvasalia for Vetements and Balenciaga, Gosha Rubchinskiy.
Burberry, Tommy Hilfiger, Tom Ford, Ralph Lauren, Michael Kors.
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02 CONTEXT
Politics
“A cat on the motorway between Florence and the sea lasts longer than a government.” Matteo Renzi (now) Former Italian Prime Minister
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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Unpredictable outcomes
Leadership shifts
Brexit and Trump proved our limited capacity to understand existing sentiments and opinions.
New leaders are taking over governmental positions across the world spelling wildly unpredictable 2017 political landscape.
30% chance of Trump winning sounded like an impossible outcome, while 30% of an earthquake happening sounds almost like an inevitability.
Dilma Rousseff’s impeachment, Thailand has a new king, UK and US selects new leadership, with France and Germany to follow.
THE Trends BRAND reportGUIDE 2017 2017 — Changes in consumer expectations & emerging trends
Rebranded political rhetoric Far right parties have successfully rebranded far left causes, such as LGBT rights or gender equality. Rising popularity of the new far right: Freedom Party in Austria, UKIP, Marine Le Pen, Party for Freedom in the Netherlands. © Be&Do | Brand Management | www.beand.do
02 CONTEXT
Marketing
In 2016, Online ad fraud left brands a hefty $7.2 billion poorer Association of National Advertisers & White Ops
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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Digital fiasco
Brand scrutiny
Battles against change
Digital advertising practices, results and reputation hit rock-bottom.
More brand campaigns and rebrands are falling under general public-generated scrutiny initiatives.
Biggest disruptors and digital ecosystem brands like Uber, Airbnb and Google are continuing to fight battles with local industries and authorities.
$7.2 bn.
Rebrands of Instagram, Guinness, Uber and Mastercard.
Uber, Airbnb and Google get sued.
THE Trends BRAND reportGUIDE 2017 2017 — Changes in consumer expectations & emerging trends
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02 CONTEXT
Tech products
The best tech this year has been created outside the big tech brands. 23
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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Disappointing tech
Convergence
Shipping the new reality
Explosive Samsung phones and a disappointing new product lineup from Apple made 2016 a rather uneventful year for hopeful consumers.
Digital ecosystem brands exploring the physical with Amazon opening its first retail store and software developers placing bigger bets on hardware.
Hardware finally reaches consumers with a considerable number of fresh augmented / virtual reality projects.
Samsung Galaxy Note 7, Apple's iPhone 7, new Macbook, lackluster smartwatches.
Microsoft hardware, Amazon Prime, Google gadgets Snapchat glasses, physical Amazon store.
Augmented reality games, Virtual reality tours, apps and porn, cheaper VR gear.
THE Trends BRAND reportGUIDE 2017 2017 — Changes in consumer expectations & emerging trends
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02 CONTEXT
Media
The division between “true” and “fake” is affecting how we perceive media as it struggles to redeem itself. 25
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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Fake becomes truth
Keyword “expose”
Year of the copy
Facebook involuntarily helps create echo chambers with fake news spreading among online communities.
Publishing classified papers, hacking and taking over corporate accounts prevails.
Social media apps are copying and integrating features found in competitor services.
Facebook’s Fake News and “Post-Truth” becomes Oxford Dictionary’s word of the year.
Panama Papers, Democratic party hack and “this just in” — football tax fraud leaks.
The never-ending fight between Instagram, Snapchat and Messenger.
THE Trends BRAND reportGUIDE 2017 2017 — Changes in consumer expectations & emerging trends
© Be&Do | Brand Management | www.beand.do
02 CONTEXT
Entertainment
With old heroes coming back and new ones stepping into the spotlight, the industry has been a panacea from public unrest. 27
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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Nostalgia franchises
TV revival
Peaking gaming culture
Old heroes are coming back, so the new generation still knows who Mario or Harry Potter is or which Pokemon to go after.
2016 was a great year for television. From big projects by HBO to independent productions by Netflix or Amazon Prime, great TV shows were all over the mainstream media and on every possible screen.
E-sports gained momentum with PewDiePie becoming the first YouTuber to reach 50 million subscribers and Philadelphia 76s – the first big sports brand buying two e-sports teams.
New Harry Potter, new Star Wars, Pokemon Go, Mario on mobile.
Stranger Things, Westworld, Atlanta, Luke Cage to name a few.
Dota 2 breaks its own record for biggest prize pool in e-sports with more than $20 million.
THE Trends BRAND reportGUIDE 2017 2017 — Changes in consumer expectations & emerging trends
© Be&Do | Brand Management | www.beand.do
02 CONTEXT
Culture & Social
Inclusiveness versus exclusiveness has painted 2016 black and white. 29
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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Mainstream inclusiveness Mainstream media makes minority representation one of the biggest topics of the year. Caitlyn Jenner, Hari Nef, Gigi Gorgeous make headlines.
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THE Trends BRAND reportGUIDE 2017 2017 — Changes in consumer expectations & emerging trends
Branded causes Whether it was a fight for black lives or transgender rights, social media had an influential presence in all social causes of the year.
The hashtag #BlackLivesMatter has been used more in 2016 than #Trump. Also: #OscarsSoWhite #Imwithher #feelthebern #LoveisLove.
The end of political correctness Public statements went from carefully crafted to emotional and insulting.
Racist Trump supporters, Rodrigo Duderte, the Twitter attack on Leslie Jones, Islamophopic Geert Wilders of the Netherlands. Š Be&Do | Brand Management | www.beand.do
02 CONTEXT
Digital
New scares, worries and inhospitable environments make the digital space a gruesome place. 31
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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Security scares
AI hopes and worries
Fluent in hate
The digital world is not a safe place, learned Yahoo and the Democratic party, among many others, who became victims of hacking.
As AI is becoming stronger (and, well, more intelligent) every day, Microsoft’s racist and sexist chatbot Tay left many questions about AI unanswered.
A globally spread problem by now, hate speech became a focal point in public conversations on digital communication.
1 Billion users affected during Yahoo hack, FBI hacks an iPhone without help from Apple, the Russian government (allegedly) hacked the Democratic party.
Microsoft's Tay, not-as-useful-as-expected chatbots, fake news aggregators.
A cover story on hate speech by Time Magazine, global anti-hate speech campaigns, South Park.
THE Trends BRAND reportGUIDE 2017 2017 — Changes in consumer expectations & emerging trends
© Be&Do | Brand Management | www.beand.do
02 CONTEXT
Changes and events
International Digital Culture & Social Entertainment Media Tech products Marketing Politics Fashion Health Sports 33
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Digital fiasco / Accepting marijuana / Brand scrutiny Security scares / Activity radicalisation / AI/data driven sportsmanship / Fall from grace / Simpler times / Failing globalisation / Mainstream inclusiveness / Fake becomes truth / Pharma hacking / Unpredictable outcomes / TV revival / Branded causes /Keyword “expose” / AI hopes and worries / Rebirth of the country brand / Health as currency / Rebranded political rhetoric / Back from the underground / Disappointing tech / Fluent in hate / The end of political correctness / Peaking gaming culture / Shipping the new reality / Battles against change / See now buy now / Powerless powers / Convergence / Year of the copy / Nostalgia franchises / Leadership shifts
Clusters of change
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02 CONTEXT
CONFLICT: fake vs true
The Pursuit of Realness The first factor that will determine the changes and initiatives in 2017 emerges out the the immediate clash between fake and true - 2016 was about waking up, 2017 will be about doing something to reclaim the authentic and real.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Digital fiasco / Accepting marijuana / Brand scrutiny / Security scares / Activity radicalisation / AI/data driven sportsmanship / Fall from grace / Simpler times / Failing globalisation / Mainstream inclusiveness / Fake becomes truth / Pharma hacking / Unpredictable outcomes / TV revival / Branded causes / Keyword “expose” / AI hopes and worries / Rebirth of the country brand / Health as currency / Rebranded political rhetoric / Back from the underground / Disappointing tech / Fluent in hate / The end of political correctness / Peaking gaming culture / Shipping the new reality / Battles against change / See now buy now / Powerless powers / Convergence / Year of the copy / Nostalgia franchises / Leadership shifts
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02 CONTEXT
CONFLICT: orderly vs chaotic
Challenges to Power The old institutions and the usual ways of doing things have been challenged - 2016 taught us a lesson that power can come from unexpected places and be wrapped in an unorthodox rhetoric. Especially when it stirs up the status quo.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Digital fiasco / Accepting marijuana / Brand scrutiny / Security scares / Activity radicalisation / AI/data driven sportsmanship / Fall from grace / Simpler times / Failing globalisation / Mainstream inclusiveness / Fake becomes truth / Pharma hacking / Unpredictable outcomes / TV revival / Branded causes / Keyword “expose” / AI hopes and worries / Rebirth of the country brand / Health as currency / Rebranded political rhetoric / Back from the underground / Disappointing tech / Fluent in hate / The end of political correctness / Peaking gaming culture / Shipping the new reality / Battles against change / See now buy now / Powerless powers / Convergence / Year of the copy / Nostalgia franchises / Leadership shifts
© Be&Do | Brand Management | www.beand.do
02 CONTEXT
CONFLICT: known vs undiscovered
State of Uncertainty A point where instead of providing certainty of progress and solutions new technologies bring out questions and insecurities about the implications of their use.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Digital fiasco / Accepting marijuana / Brand scrutiny / Security scares / Activity radicalisation / AI/data driven sportsmanship / Fall from grace / Simpler times / Failing globalisation / Mainstream inclusiveness / Fake becomes truth / Pharma hacking / Unpredictable outcomes / TV revival / Branded causes /Keyword “expose” / AI hopes and worries / Rebirth of the country brand / Health as currency / Rebranded political rhetoric / Back from the underground / Disappointing tech / Fluent in hate / The end of political correctness / Peaking gaming culture / Shipping the new reality / Battles against change / See now buy now / Powerless powers / Convergence / Year of the copy / Nostalgia franchises / Leadership shifts
© Be&Do | Brand Management | www.beand.do
02 CONTEXT
International Digital Culture & Social Entertainment Media Tech products Marketing Politics Fashion Health Sports 37
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
fake vs true
The Pursuit of Realness orderly vs chaotic
Challenges to Power
Consumers
known vs undiscovered
State of Uncertainty
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02 CONTEXT
fake vs true
The context fuels these emerging trend clusters.
The Pursuit of Realness orderly vs chaotic
Challenges to Power known vs undiscovered
State of Uncertainty
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Consumers
Becoming human
Providing solutions
Regaining trust
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
TRENDS
New ways of creating and communicating value.
© Be&Do | Brand Management | www.beand.do
03 TRENDS
On-demand expertise Human
Solutions
With robot service becoming the basic industry standard, human help becomes the premium.
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TREND
EXAMPLES
On-demand expertise
Lola travel app
Nike On Demand campaign
Expert advice on arranging travel and booking trips at your fingertips.
The sportswear giant’s 2016 campaign saw on demand experts advice and motivate sportsmen all over the world: 6 weeks, 240 athletes, 22K messages.
Why? With a growing number of content platforms and projects, personalised offerings and streamlined automated services, we start feeling a growing lack of real empathy and understanding - there is an increased value to be found in getting immediate feedback from human experts.
Kuddly vet app
What? Human expertise on demand - ability to get connected and receive help, advice or content from a living person specialising in a defined field.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
24/7 access to verified veterinarians around the world at your fingertips.
© Be&Do | Brand Management | www.beand.do
TREND
APPLICATION DIRECTIONS:
On-demand expertise
Productise Customer Service Framing customer service as a product.
Double Help Establishing a two-tier customer service. VALUE ADDING MECHANISM:
Create Links Connecting your clients with experts.
Connecting people to experts on demand.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Serve Specific Needs Creating service channels resolving around specific needs and situations (e.g. getting ready for the first baby).
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03 TRENDS
Conversational interfaces Human
Solutions
The insight that best and most intuitive user interface is a dialogue has proliferated across different mediums from service to news delivery.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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TREND
EXAMPLES
Conversational interfaces
Hooked
Virtual Assistants
Stories delivered in a chat format.
From Siri, Amazon Echo to all new AI assistant interfaces are based on dialogue.
Quartz app
Chatbots
First news delivered in a chat format.
Service, information and purchases made through chat.
Why? The biggest challenge that companies releasing new technologies, systems and products are now facing is a universal one - how to make people understand, learn and use and cope with all new features and functions.
What? Even the most complicated services or tools can be humanised by imagining and presenting them as an interaction between two equal participants.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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TREND
APPLICATION DIRECTIONS:
Conversational interfaces
Service As A Dialogue Researching your customer base and its most frequent inquiries, then structuring the service around those questions.
Humanise Creating a welcoming user interface which feels like a conversation yet stays informative (e.g. asks questions and provides clear answers). VALUE ADDING MECHANISM:
Giving human features to technology.
On-Boarding Everywhere Every new customer interaction should start as a conversation, no matter where it happens.
Advertising As Dialogue Reimagining ATL communication as an answer to what consumers are thinking, saying or doing.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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03 TRENDS
Be other Trust
Human
Solutions
2016 proved that we know really little about the world that exists outside of our immediate surroundings.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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TREND
EXAMPLES
Be other
Antipersona
Poverty Line Prices
Simulates the experience of using Twitter as any user account of your choice, providing a window into someone else's social media point-of-view.
San Francisco Is Shocked by a Store Where Everything Costs Five Times the Norm.
Why? By default, any big institution, be it a brand or a company, is perceived as lacking empathy and understanding - the most direct way to counter such a belief is to prove that the same applies to most people.
IKEA refugee in-store
What? Gaining or giving the ability to see the world from a different perspective. IKEA built a replica of a Syrian refugee home inside a store.
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TREND
APPLICATION DIRECTIONS:
Be other
Revealing Bias Finding a clear insight about what influences our perception of the world.
Extending Worldview Showing something that exists outside our everyday understanding, revealing other perspectives. VALUE ADDING MECHANISM:
Understanding others becomes a valuable social currency.
New Metaphors Choosing an environment which can be directly compared with the one of the company/customer (e.g. a person’s Facebook feed or home).
Putting Technology To Use Creating an alternative reality which can be used, seen, felt or even visited, yet related to your service or product.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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03 TRENDS
Open organisation Trust
Rethinking what is confidential in corporate organisational life.
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TREND
EXAMPLES
Open organisation
Zapos Insights
Comparably
Corporate culture turned into an open platform for everyone to see, learn and use.
Making companies more transparent about their compensation and culture.
Open internal communication
Midas - PR lie detector tests
Slack has skyrocketed, Facebook followed next gen internal communication is making companies everywhere more open.
Fighting negative perceptions, this Spanish company put their employees through a lie detector and published the results.
Why? With the rise of new communication tools and transparency platforms, organisations have to once again reconsidered what information they regard as being confidential.
What? Salaries, internal politics and culture, supply chain management become some of the many declassified areas of corporate workings in a desperate rush to attract and retain talents.
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TREND
APPLICATION DIRECTIONS:
Open organisation
Doing Homework Researching which parts of your corporate structure raise the most questions.
Empowering Staff VALUE ADDING MECHANISM:
Openness becomes a synonym for trustworthiness and organisational competence.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Creating a tool which collects, analyses and showcases your corporate data in the most convenient way.
Opening Internal Culture Treating our company's culture as something that is shared with every possible stakeholder and is open and accessible to everyone.
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03 TRENDS
Transparent information Trust
Product information became simplified and dumbed-down to a point where an intelligent and rational purchase decision becomes impossible.
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TREND
EXAMPLES
Transparent information
The rise and fall of Coop
Shop Ethical App
A grocery chain presented a viral video “The Organic Effect” about the benefits of organic food. It’s now being sued for misleading the public.
Provides consumers with data about environmental and social track-record of the companies behind brands.
Reformation
Sage Project
A fashion company which tracks its own environmental footprint and makes it public for each garment made.
The platform visualises nutritional data in a smart, simple and personalised way.
Why? When every brand strives to simplify and make everything faster, it is easy to start questioning how much of our own ability to judge and select is taken away.
What? Providing relevant information that actually helps us to make informed purchase decisions.
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TREND
APPLICATION DIRECTIONS:
Transparent information
Setting Information Priorities Finding out which information about your product could be relevant to your customer and prioritising it.
Presenting With Clarity VALUE ADDING MECHANISM:
Envisioning information as a tool that empowers consumer choice.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Creating a way to transparently disclose all the necessary data about your product in an understandable way.
Reflecting Through Brand Connecting your brand identity with the aim to help customer make a betterinformed decision without actively pushing your product.
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03 TRENDS
Mindful content Trust
Human
A brand being a media channel also means acting like one, with all ensuing responsibilities.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
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TREND
EXAMPLES
Mindful content
Patagonia
The Alphabet Of Illiteracy
Actively promotes environmental causes by creating video content and connecting it with consumer actions, e.g. supporting various petitions.
Through real-life case studies, they show why literacy can help to reduce the spread of disease, lift people out of poverty, decrease gender inequality and ultimately give people a better chance to contribute to human society.
Why? With brands becoming content production powerhouses, it is only natural that they would use this newly acquired competence for ushering change and transformation in the world.
Le Mouvement du Nid - Girls of Paradise
What? Brands that highlight and investigate inherent social problems through the use of their owned channels and content projects. Girls of Paradise looks like a basic escort service, but the site's goal is to show clients that they're accomplices in the violence women face.
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TREND
APPLICATION DIRECTIONS:
Mindful content
Taking Content Action Choosing a social cause which is relevant to your brand and your customer and creating a content-based platform which evolves around the cause, not your product.
Highlighting VALUE ADDING MECHANISM:
In order for the brand to be a mindful choice, branded content has to stand for more.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Reporting around issues that are mostly ignored.
Providing Insight Establishing a relevant insight through creative, informative content.
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03 TRENDS
Replacement brands Solutions
Brands are moving beyond the service vs. product dichotomy and providing solution no matter the cost.
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TREND
EXAMPLES
Replacement brands
WellPath
Fresh Fitness Food - Bespoke Meal Plans
Why?
Nutritional shakes and vitamix mixes based on personal needs to solve nutrition holistically.
A personalised daily meal delivery service, which is crafted according to customers’ personal health goals.
Brands realise that eventually they are losing clients if their product fails to solve the initial problem that their client has. Contributing to the solution is not enough - providing the full answer becomes the standard. Even if it entails combining different products or services or replacing a number of present solutions.
Ritual Vitamin
Franz App
A universal multivitamin which provides all essential ingredients in one pill.
A desktop messaging app which removes clutter by combining all popular chat and messaging services into one.
What? Brands that act as a solution to the existing market situation where they are replacing a superfluous number of products or services through a combination of new features or existing products and services.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
TREND
APPLICATION DIRECTIONS:
Replacement brands
Finding A Focus Point Focusing on a problem which has many different incomplete solutions.
Create A Solution VALUE ADDING MECHANISM:
A number of competitors and choices shows that the problem is not really solved.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Shaping your service or product as the ultimate solution which is able to replace all competition.
Set The Message Straight Marketing your brand as the one that reduces the need to choose from many.
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03 TRENDS
Controlled consumption Solutions
Trust
The promise of infinite choice is here, but it brings us nowhere closer to happiness and self-fulfillment.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
TREND
EXAMPLES
Controlled consumption
Truebill - Subscription Management
Original Unverpackt
The service finds all your subscriptions and helps manage bills or cancel recurring charges easily.
No packaging, no brands, just raw products - this retailer lets you buy only the amount you really need.
Once App
Morioka Shoten
The dating app only gives one match a day, based on your personal profile and settings
A bookstore that sells only one kind of book per week. Its challenging philosophy attracts visitors from all over the world.
Why? Choices are becoming overwhelming - it’s ever harder to navigate the infinite product and feature landscape and the evolving inventory of marketing gimmicks is only making it worse.
What? Helping to control the options and choices that are immediately available to us, eliminating the ones that are redundant, fake or based on pure impulse driven by marketing tricks.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
© Be&Do | Brand Management | www.beand.do
TREND
APPLICATION DIRECTIONS:
Controlled consumption
Insightful Action Finding an insight about modern overconsumption and how it creates inconvenience.
Connect Both Worlds Connecting consumption patterns with modern technology. VALUE ADDING MECHANISM:
Abundance no longer being a positive or desirable factor, controlled choice brings true value to products.
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Transparent Patterns Making personal consumption patterns visible and easily changeable.
Give The Power Of Choice Creating a unified platform for consumers to control their choices.
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03 TRENDS
Data authenticity Human
The age of personal data is marked by most impersonal marketing communications.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
TREND
EXAMPLES
Data authenticity
Spotify Billboards Manages to humanise the data behind the service usage and present itself as a highly individualised brand.
Why? With all the data collected about us and our actions everyday, we still feel a lack regarding to how the data is used to treat us as individuals.
What? Using data points to prove that we understand our customers better by contextualising and imagining the realities behind the data.
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Amazon Alexa Moments “Alexa, how many minutes are in 18 years?”
Demonstrates the diversity of its usage by providing unexpected and mostly humorous context to its weirdest queries.
© Be&Do | Brand Management | www.beand.do
TREND
APPLICATION DIRECTIONS:
Data authenticity
Apply Research Researching collected user data and finding insightful behavioural patterns
Competitive Advantage Find what advantages of your product could be proved by communicating this data. VALUE ADDING MECHANISM:
Turning data into a sign that you understand your customers.
Humanise Data Attach data to specific individuals, contexts and stories.
Engage With Results Showcasing the most interesting findings in a user-friendly, entertaining manner.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
03 TRENDS
Bittersweet honesty Human
Finally, positivity marketing is no longer seen as the only solution.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
TREND
EXAMPLES
Bittersweet honesty
Elkjop - A Gift Can Say It All
IKEA - Every Other Week
A Norwegian electronics chain which created a Christmas ad about a teenager who’s transitioning from male to female.
The furniture chain created an ad about a divorced dad, who recreated his son’s bedroom at his new home.
TalkTalk: This Stuff Matters
IKEA Retail Therapy
A campaign by a British communications provider about a family which was being filmed for two weeks without any acting.
Renaming products around relationship problems reminded you of the fact that IKEA products are inspired by real life.
Why? Advertising stories have become too detached from the realities they portray - and with most brands sugarcoating, there is definitely a lack in diversity.
What? Brands facing and representing the tough realities their clients are living instead of weaving.
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© Be&Do | Brand Management | www.beand.do
TREND
APPLICATION DIRECTIONS:
Bittersweet honesty
Life Stories Creating realistic stories instead of ‘ideal’ ones.
Provide Understanding VALUE ADDING MECHANISM:
The real changes the ideal.
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Building reliability through comfort and acceptance (e.g. showing that the consumer is not alone).
Prove Importance Shaping your service or product as the one which is a natural and unavoidable part of their life, just like all the negative emotions.
© Be&Do | Brand Management | www.beand.do
03 TRENDS
Beta products Solutions
Trust
Volkswagen emission scandal, SAMSUNG exploding phones, disappointing yet hyped APPLE product reveals prove that there is something inherently wrong with product development and launch logic.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
TREND
EXAMPLES
Beta products
Kanye West - The Life of Pablo launch
Crowdfunding on a new scale
A never-to-be-finished album by one of the greatest rappers of all time.
Indiegogo opens up functionality for big companies to crowdfund their next products on their platform, while some big brands already use Kickstarter.
Early Access Games
Lululemon Lab
Game developers release beta versions for gamers to play and give feedback on improvements.
A design concept space for creatives by a famous sportswear brand.
Why? The promise of final and best iteration product in case of both big and small companies ends up being just an empty marketing concept.
What? A different approach to product-launches that favours consumer / client involvement in early production / design changes and fosters transparency throughout the process.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
TREND
APPLICATION DIRECTIONS:
Beta products
Involve The Client Creating ways to involve consumers in all production stages.
Find The Weak Links Framing beta-experience as looking out for and adapting to customers’ needs. VALUE ADDING MECHANISM:
Involvement that creates value for both parties.
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React And Improve Reacting to feedback and constantly improving your product or service.
© Be&Do | Brand Management | www.beand.do
03 TRENDS
Origins of value Solutions
With the international organisations failing to solve issues and provide value, it is up to the businesses to come up with new ways of cooperation.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
TREND
EXAMPLES
Origins of value
Innocent Drinks
Our/Vodka
Creates an app for their sourcing partners to become more sustainable.
A collaboration with local distilleries to create a product that varies across cities.
Joe & Joe
Schemata Architects
A global open house concept, that welcomes and involves both tourists and locals.
A cafe that is born out of collaboration between professionals and the community.
Why? What the world needs now is not new innovative products, but innovative ways of collaboration that creates value for different stakeholders.
What? Value that is created by transcending the usual oppositions of global vs local, competitors vs collaborators, suppliers vs partners, customers vs co-creators, staff vs clients.
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Š Be&Do | Brand Management | www.beand.do
TREND
APPLICATION DIRECTIONS:
Origins of value
Pick A Partner Choosing a synergetic business you could contribute to.
Find A Way To Work Together Inventing an interrelated concept as a form of co-working. VALUE ADDING MECHANISM:
New value requires new ways of collaborating.
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Collaborate Creating a value-driven model which would make the collaboration sustainable.
© Be&Do | Brand Management | www.beand.do
03 TRENDS
Consumer facing pricing Trust
Human
Solutions
When was the last time when a product or service pricing didn't feel like an elaborate scam?
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
TREND
EXAMPLES
Consumer facing pricing
Soutwest Airlines
The Ordinary
Came clean in 2015 by disposing themselves of hidden fees and providing clients with airline fee hacker tool.
A cosmetics brand that demystifies all the category innovation marketing by presenting clinical technology based products for a commodity price.
Everytable
Beautypie
Tailors their prices to match the region in which they operate so that their customers could get access to affordable and healthy food offerings.
Offers premium cosmetics without the markup just by changing the purchase model into a subscription.
Why? Marketing has developed a number of pricing models and tactics that create an illusion of choice at the same time driving consumers to specific choices.
What? A departure from self-serving pricing models.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
TREND
APPLICATION DIRECTIONS:
Consumer facing pricing
Collect Data Comparing the prices of closest competitors.
See From The Other Side Evaluating your service or product in terms of how the client sees it. VALUE ADDING MECHANISM:
The Strategy Of Trust Pricing that sends a message.
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Creating a new pricing strategy which would explain itself (guaranteed transparency of a price breakdown).
© Be&Do | Brand Management | www.beand.do
03 TRENDS
Resilient products Trust
Solutions
When products become outdated a few moments after you buy them, companies are offering something that matches your life cycle, not theirs.
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
TREND
EXAMPLES
Resilient products
Zady
Buy Me Once
Offers long-lasting products that don't fall out of the fashion cycle in two months.
Online platform that only sells items meant to last a life-time.
Why? With upgrade cycles becoming ever more faster, almost every product that we buy turns into being a subscription product - and that means it stops functioning sooner than expected and has to be updated, renewed, repurchased.
Nascent Objects
What? Products that break-away from the default life-cycle and are built-to-last. Modular product start-up that put bets on recombining and repurposing existing modules to create new functionalities (recently acquired by Facebook).
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THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
TREND
APPLICATION DIRECTIONS:
Resilient products
Room For Improvement Finding products or services which could be improved to have a longer life cycle.
Help To Learn Developing customer service channels to help customers prolong the life cycle of the product. VALUE ADDING MECHANISM:
Benefit that is found in the long-term perspective.
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Spread Mindfulness Encouraging customers to consume in a more mindful manner.
© Be&Do | Brand Management | www.beand.do
02 CONTEXT
Overview
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Becoming human
Regaining trust
Providing solutions
Product & Service
Communication
TRENDS
TRENDS
On demand expertise Conversational interfaces Replacement brands Controlled consumption Beta products Origins of value Consumer-facing pricing Resilient products
Be other Open organizations Transparent information Mindful content Data authenticity Bittersweet honesty
THE BRAND GUIDE 2017 — Changes in consumer expectations & emerging trends
Š Be&Do | Brand Management | www.beand.do
— the report ends here, but does our co-operation? If you’re interested in developing your product/service or communication, drop us a line at lets@beand.do
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