Tag Archives: trends
Consumers want engagement and this year they are going to get it – with or without your help. They don’t want to just participate in your brand’s conversation; they want to shape it, control it, sell it, evangelize it and even try to destroy it! Consumers are out there doing those things however they can, committing rampant acts of “brandalism” every day to get themselves heard—whether it’s creating video content to tell your brand’s story their own way, championing social causes or lampooning your company’s behavior. They want to get noticed, and they want your brand to react. Sure, big brands like Shell, McDonald’s and Coca-Cola have dealt with this for years, but now no brand – no matter how small – is immune to these spontaneous acts of brandalism. So be aware, and be prepared.
Read MoreSo you’ve covered the “How” with consumers, throwing more campaigns and incentives at them; you’ve even answered the big question of “Why should they care?” But consumer engagement can’t stop there. This year, engagement is going to happen more deeply and more authentically as brands turn to their employees to become the living expressions of the brand. From Zappos to Kraft, Urban Outfitters to Berkshire Hathaway, brands are recognizing the real, hidden value of their people as ambassadors – not just their role in the community, but as walking, talking, texting touchpoints. Brands need to find their champions and get rid of their detractors. Teach your employees the essentials of brand evangelism and see them become catalysts for broader brand loyalty.
Read MoreHappy New Year – and when we say, “Happy,” we really mean it this time! During 2009 and 2010, SALT released trend predictions that coincided with terrifically-dismal economic conditions. They aligned with the realities of a depressed market: brands had to shift and narrow their strategies if they wanted to survive and continue to stand [...]
Read MoreMind the Gap
The recent re-re-branding of the GAP brand raises some interesting questions about the power of crowds vs. the power of the brand itself.
Read MoreIs your Brand Fluent? – Localized Branding Abroad
The surprising announcements from these two international powerhouses beg the question: how far should a brand go to gain relevance and (most importantly) market share abroad?
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