2010 is going to be an erratic year. Although some parts of the economy, markets and consumer groups are recovering well, others are still struggling from the deep effects of the recession and facing incredibly challenging circumstances.
The result is a post-recession economy that is forcing businesses to make tougher decisions about their brands, a topic we explore in Survival of the Fittest. The new market reality has also forced people to be more creative in how they build brands (see Jumping on the Brand Wagon) as well as better leverage their existing brands, operate more efficiently and reduce costs. Businesses are also increasingly under pressure from consumers to change or update their social values and focus on intensifying their commitments to sustainability and the environment (see Seriously Green). Through social media, consumers have found a high-profile platform that enables them to change the established protocol and connect with brands about all kinds of issues on a new level (Whose Brand is it Anyway?). To combat these pressures, brands are thinking more creatively. They are exploring new ideas to better interact with their customers using new media and smarter strategies. And although some will always choose the quickest, cheapest creative path (see Automated Creative), most are trying to engage with their customers on a deeper level. This new level of engagement is also having an incredible effect within companies. Brands have always leveraged the power of their employees as evangelists for their brands. But, even here the rules are changing as employees are looking for recognition and commitment that goes beyond the traditional HR evaluation (see Evangelism Has a Price).
One thing that is certain not to change in 2010 is the rate of technological change that is impacting virtually every aspect of branding — especially the depth of relationship that people are seeking from the brands they trust (see You Will Live Forever). Never before has the brand experience been so personal (see Minutia Matters), connecting with individuals and communities on the most intimate details of their lives. Technology has been the story of the decade, impacting every industry at every level — from consumer to enterprise. New technology is changing how we connect with our world, and new terminology and jargon (see The Cloud Grab) is changing the tone of our conversations. Lastly, technology is shrinking our world even faster. Emerging countries like China and India will have an enormous impact around the globe this year — economically and culturally (see The Brand Invasion) and continue to do so at a rapidly increasing pace.
Clearly, we are in for a year of more change. As always, there will be challenges and opportunities — and the winners will be the brands that can learn, adapt to and embrace all that this new decade has to offer.
