Brand Management Trends for 2012

If I could read a crystal ball that had the future of brand management embedded in it, I wonder what it would say for 2012.
Without making too wild a guess, and perhaps this year will prove me completely wrong, I have the feeling (or perhaps this is wishful thinking) that whilst a lot of things will stay the same, there will be some aspects of branding and marketing, businesses will wake up to in the next few months.

1. The Message is Key

The economy is not great. We may see another recession here or in Europe. China is starting to struggle and with the global market still coming to terms with the downturn of recent years, brands are ever more challenged to expand and dominate their sector.
And whilst traditional advice on marketing budgets and spend may have been good for the marketing industry, I hope marketing professionals do not forget one thing – it is not just about budgets and increasing marketing or advertising spend in this economic climate will not guarantee success. The message is key.
A business may not need to do the latest and greatest of everything – but instead it could re-focus its core abilities, re-evaluate its brand strategy, mission, vision and values and make sure that all those thousands of pounds spent on brochures, websites, SEO and social media actually tell the right story, differentiate the brand from competitors in the most memorable way and that it’s not just about producing something with the company logo on it but to infuse it with passion, dedication and expertise that will make the brand grow in reputation and likeability.

2. Using Local Knowledge

China mene
Global brand with local knowledge

HSBC have done it. McDonald’s are famous for it. Brands that show their understanding and respect for local culture are usually onto a winner. It may have to do with a tribal instinct, but ‘when in Rome’… does work in most circumstances. I don’t know how and who but it would be great to see some more brands using a localisation strategy to stand out from global competitors – perhaps even on a much smaller scale (Wales vs Scotland…)
If anyone knows of some more samples, please let me know, I’d love to learn more about this subject.

3. Identifying Influencers

Stephen Fry
Influencers as brand ambassadors. Image from geekosystem.com

This is not so much a prediction but an anticipation of which brands will rise this year and which ones will fall out of favour: Sometimes a brand suddenly reaches a boiling point without anyone really knowing what happened. Malcolm Gladwell describes different scenarios in his book ‘Tipping Point’ – and one aspect of it is that of ‘Influencers’.
It will be interesting to see which brand manages to find such influencers, not just it in the celebrity, sports, the arts and fashion industry, and to convert them into brand ambassadors that humanise and create empathy with large corporations.

4. Designing Brand Engagement

The world has woken up to mobile marketing and 2011 has seen more than ever before the rise of brand building via games, videos and other apps on smartphones and tablets.
And more often than not, brand narrative and storytelling will drive engagement with a company in traditional, social and mobile marketing. We love it when a brand shows its personality and makes us one of theirs, part of the ‘in’ crowd, and what better way to draw people in than by telling a good old tale that evokes emotions and invites to be passed on.
Maternity underwear designer HotMilk has created a series of adverts that are using humour and storytelling to spread their brand message in a fresh and entertaining manner.
[youtube=http://www.youtube.com/watch?v=9WAQFpxVYaM]
Shangri-La used it with their campaign ‘To embrace a stranger as one of our own. It’s in our nature’.
[youtube=http://www.youtube.com/watch?v=jF6ASWjMQY8]

5. Personalisation

I don’t mean custom printed envelopes and direct mail campaigns. I am more thinking of businesses understanding their customers and other stakeholders well enough to send different messages to different people – but creating the same ‘gut feeling’ about the brand by providing a very bespoke brand experience. Businesses could implement a strategy that talks not to different segments of their target audience, but to different individuals. OB Tampons did a great viral campaign following a bit of a disaster in their production line.
[vimeo http://vimeo.com/33449844]
Not a campaign but something that shows what’s possible has been the portable northpole – www.portablenorthpole.tv – which has been surprising for both grown-ups and those still believing in Santa.
It’s an opportunity to truly talk one-to-one to stakeholders and to react to trends such as twitter being used more and more for customer service enquiries instead of traditional methods of telephone or email.
I’ll be especially excited to see what will happen in the world of viral and personalised brand messaging. It’s a creative and technological challenge.
The year may prove me wrong – but if anything I will be very excited following the world of marketing and brand management to see what will come up on the horizon.

brand management

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