I'm looking for some branding trends - what will the future offer over
the next couple of years?

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Clarification of Question by lindstrom-ga on 05 Jan 2004 23:41 PST

Hi jackburton-ga,
Thanks for your contribution. Unfortantly the site and the materials
were from 1999 - so a bit to old for this. But please let me know if
you have any other input re. this topic.

All the best,

martin

Hello Martin,

The Davis and Associates Online Newsletter from April 2003 discusses
future trends in branding.
 
?An expert panel of leading US marketing academics and brand
consultants in late 2002, identified the ten branding trends
of the future:

1. Interaction: increasingly, people will want to interact with
products in a sensory way ? new brands will exploit the human touch;
consumers will want to feel there is a human hand behind the
product-service they buy.
 
2. Storytelling: the test for an emerging brand?s success will be it?s
ability to tell stories that resonate with consumers (i.e. emphasising
the history and authenticity of a product as a way of linking it with
consumers? memories and self- perceptions).?
3. Inclusion of business practices in the brand promise: consumers are
going to buy not just on functional and image brand benefits, but also
on their own sense of whether organisations are making a positive
difference in the kinds of practices they engage in.

That is, more corporations reflecting the values of their markets,
connecting with the ethics of their consumers.?

Due to copyright restrictions, I can?t copy and paste the fill text to this forum.

Just click on the following link to read about the other seven future
trends in branding trends.
http://www.davismarketing.com.au/content/newsletters/news16.htm


Here?s another article:

Future of Branding Based on Current Trends
You Say You Want an Evolution... 
By Allen Adamson 
http://www.landor.com/index.cfm?fuseaction=cBranding.getArticle&storyid=264

I hope this information is useful for you!


Best regards,
Bobbie7


Search criteria:
Future trends in branding

Martin,

This paper might also interest you:

A VIEW ON THE FUTURE OF BRANDING
By Sicco van Gelder founder of Brand Meta

A short excerpt:

?Product brands will be provided with service enhancements that bring
consumers into increased contact with employees. Conversely, service
brands will decrease their human contacts with consumers through
further automation of services. Both movements entail that efficient
handling of these contacts must be combined with a clear understanding
of the required brand experience across consumer touch-points.

These developments may be difficult to accept for aging consumers, who
will start to make up the bulk of consumers, certainly in terms of
spending power. Services thus must be differentiated to
accommodate individual consumer needs and preferences (e.g. cash
home-delivery services by banks).?

Brand Channel
http://www.brandchannel.com/images/papers/A_View_on_Future.pdf


--Bobbie7

Hi Martin,

The New Market Segmentation:
"In order to adapt to this consumer reality, our segmentation (and
subsequently, our products and services, our advertising and so on)
should be formulated not according to groups of people, but according
to motivations and uses. Note that when I refer to ?uses? I mean,
among other things, psychological uses, such as mood control,
self-esteem enhancement, and fantasy support, and I also mean social
uses, such as signaling others things like group affiliation, specific
atmospheres, or impression control."
http://www.allaboutbranding.com/index.lasso?article=334

Advanced Search for the above website:
http://www.allaboutbranding.com/index.lasso?page=11,68,0

"The first era was the mass economy, which lasted from 1945-1995. 
This was the Golden Age of Branding, when companies could leverage
limited media, limited competition and ever-increasing demand to
create brands.  Today, it?s the customer economy, characterized by
customer definition of brands, democratization and privatization of
technology and organizational responsibility for branding.  We?re on
the verge of the demand economy, which will be characterized by
immediacy, personalization and reach.  In the demand economy, branding
effectiveness will be based on supply chain capabilities,
multi-channel unification and relationship capital."
http://www.business-in-asia.com/fusion_branding.html

Hope this helps,
hummer

Google Search Terms Used:
product branding future

Hi Martin,
  
You may like to check this site out...
   
.......................................  
"Welcome to the "Future of Branding" Web site!
   
A crack team of Internet novices has dared to go where no MBA student
has gone before, forced to jump through hoops to score brownie points,
they've left the Rotterdam School of Management, they've entered the
Scenario Zone. It's 2005 and just as the great thinkers of the
Millennium Class predicted - branding has changed forever. Do you dare
to ask how? Enter the Scenario Zone to find out...."
http://www.dtn.net/content/thefuture/FoBrand/
.......................................

Hi bobbie7-ga,
Thanks for your contribution. Checking out the sites they didn?t
really represent some solid trends. Sorry! Let me know if you find
more stuff and I'll be happy to reward you.

All the best,

martin

Hi hummer-ga,
Thanks for your comments.
Unfortunately the stuff really didn't represent some high quality
branding trends but rather some segmentation ideas. Please feel free
to let me know if you have more stuff and I'll be happy to reward you.

All the best,

martin

Hello Martin,

You're probably already famility with Michael Solomon's book
"Conquering Consumerspace," but I thought I'd throw his ideas of
narrowcasting, identity marketing, virtual community brands,
aspiration marketing, and hyperreality marketing in the mix.

There's a sample chapter of his book online here:
http://www.consumerspace.net/chapter1.pdf

Hope this is helpful,
V

Man, I multitasked myself into a seizure on that last post.  That
should read "familiar" and here's the consumerspace main site URL.
http://www.consumerspace.net/cspace.htm

Dear Martin, 

This has more to do with the country branding question: 

Architects of Cool Britannia set their sights on Scotland 
http://www.sundayherald.com/39074