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Heritage Heresy: Why 2014’s heretical consumers view nothing as sacred

March 12, 2014 Comments off

Heritage Heresy: Why 2014’s heretical consumers view nothing as sacred (PDF)
Source: Trendwatching

The reality for many brands is that the needs and wants of the new consumer often don’t align with the narrative that they’ve labored to build.

For rising numbers of consumers, brand heritage and story has become at best irrelevant, and at worst an active barrier: one which prevents brands they might engage with from offering a product or service that’s right for them, today.

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October 2012: Servile Brands

October 3, 2012 Comments off

October 2012: Servile Brands

Source: Trendwatching

Yes, consumers are more demanding, time-starved, informed, and choice-saturated than ever-before (we know you know). For brands to prosper, the solution is simple though: turn SERVILE. This goes far beyond offering great customer service*. SERVILE means turning your brand into a lifestyle servant focused on catering to the needs, desires and whims of your customers, wherever and whenever they are.

Random Acts of Kindness: Why Kind, Human Brands Will Thrive in a Connected Economy

March 11, 2011 Comments off

Random Acts of Kindness: Why Kind, Human Brands Will Thrive in a Connected Economy
Source: trendwatching.com

RANDOM ACTS OF KINDNESS | For consumers long used to (and annoyed by) distant, inflexible and self-serving corporations, any acts of kindness by brands will be gratefully received. For brands, increasingly open communications both with and between consumers (especially online), means that it’s never been easier to surprise and delight audiences with R.A.K.: whether sending gifts, responding to publicly expressed moods or just showing that they care.

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