Download - Inflection Point: Where Will 2013 Take Us?
INFLECTION POINT:WHERE WILL 2013 TAKE US?
Kathy OnetoVICE PRESIDENT, BRAND STRATEGY
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WHAT IS SIGHTINGS?SIGHTINGS is an Anthem quarterly publication that offers inspiring inspirations from around the globe.
We examine trends in marketing, innovation, branding, and design.
Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
WHAT IS SIGHTINGS?Sightings is also an approach that can be applied to your brand, category, and product to guide strategic decisions.
THE IMPACT
CONSUMER & SHOPPER
ENVIRON-MENTAL
CATEGORY ANALOG
SIGHTING
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ON TO 2013.
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A RICHER, SIMPLER, AND SMARTER 20132012 was an eventful year around the globe:• Political and economic changes• Global celebrations• Scientific phenomena and discoveries• Continued consequences and impacts of the Great Recession
Yet:• Attitudes and movements in neutral• Awaiting decisions to be made and events to subside to determine the future trajectory
With a view toward 2013, it’s hard to predict where the winds will take us. It’s a time of polarity and dueling choices. It seems we’re at an inflection point, awaiting a sign or a signal to guide us one way or the other. Where will world events take us next? Where is sentiment leaning?
We predict 2013 will get us moving toward a new equilibrium, a place of balance that’s richer, simpler, and smarter.
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MACRO TRENDS
CONSUMER & SHOPPER TRENDS & COUNTER-
TRENDS
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MACRO TRENDS
CONSUMER & SHOPPER TRENDS & COUNTER-
TRENDS10 Sightings
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MACRO TRENDS
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2013 MACRO TRENDS
Give It to Me Now Culture
Broad, Dynamic Change
Mainstream Entrepreneur
Digital and Data Expansion
Battle of Brick & Mortar vs.
Digital
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Broad, Dynamic Change• People shifting their consumption and
shopping patterns• Marketing toolkit evolving and expanding at
an exponential rate• Cost of goods pressures continue unabated • World moving at a breakneck speed• Changing consumer demographic
landscape• Differing views on targeting global markets • Instability caused by the many exposés of
misbehavior throughout the world
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Give It to Me Now Culture• Consumers ever more impatient, expecting
more now with no time to waste• Expectation and ante are real-time, because
everyone is always on, all the time• Looking to cut through the clutter
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Mainstream Entrepreneur• An entrepreneur mindset is becoming the
view of many vs. what used to be the view of few
• The entrepreneurial spirit is taking hold from Des Moines to Berlin to China to Afghanistan
• More tools and services are available to help people succeed and make their own success, limiting the downside risk
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Battle of Brick & Mortar vs. Digital• The retail landscape is being redefined
based on new technologies and new shopper behaviors...
• ...from big box stores becoming obsolete to social media web sales gaining traction
• This holiday season was a whole new game with the most intense battle ever between brick and mortar stores and digital shops
• New shopping models will continue to expand
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Digital and Data Expansion• Our communication vehicles and content
continue to expand and transition toward digital
• More is being saved across businesses and applications on servers and in the cloud
• Which means availability of information about consumers and their digital behaviors—a mass of data that’s being mined and utilized for uses beyond most people’s imaginations
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CONSUMER & SHOPPER TRENDS & COUNTER-
TRENDS
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YOUTHFULNESS OLDER & WISEROLDER & WISERVS
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YOUTHFULNESS OLDER & WISERCONSUMER ENGAGED, SHOPPER INFORMED THE ART OF SKIMMINGVS
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YOUTHFULNESSCONSUMER ENGAGED, SHOPPER INFORMED THE ART OF SKIMMING
GLOBAL LOCAL
OLDER & WISER
VS
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YOUTHFULNESSCONSUMER ENGAGED, SHOPPER INFORMED THE ART OF SKIMMING
GLOBAL LOCALLOSS OF HUMAN
CONNECTIONLOWERED HUMAN &
CONSUMER BARRIERS
OLDER & WISER
VS
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YOUTHFULNESSCONSUMER ENGAGED, SHOPPER INFORMED THE ART OF SKIMMING
GLOBAL LOCALLOSS OF HUMAN
CONNECTIONLOWERED HUMAN &
CONSUMER BARRIERS
OLDER & WISER
DO MORE FOR ME CREATE MYSELFVS
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MACRO TRENDS
CONSUMER & SHOPPER TRENDS & COUNTER-
TRENDS10 Sightings
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BRANDS FOR LIFE
DEEPENING CONSUMER BRAND RELATIONSHIPS
• Today’s cultural environment is one in which trust still needs to be earned
• Marry this with consumers losing human connection, and it provides brands with the opportunity to earn that trust and deepen relationships
• Brands will shift to: providing solutions and demonstrating how they can be with consumers throughout the stages of their lives and become a trusted partner, always by their sides
WHAT IT MEANS FOR MARKETERSToday brands have an opportunity to go beyond delivering product functions and their related emotional benefits, to laddering even higher to more meaningful human-related benefits such as trust, reliability, and support, building bonds that can last a lifetime.
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INNOVATION ECOSYSTEMS
BUILDING BETTER SOLUTIONS TOGETHER
• Where once companies sought to build everything themselves and make it perfect out of the gate, some companies are now creating platforms upon which others are building businesses themselves
• It’s a new model of innovation—instead of starting from scratch, businesses build upon platforms to create new products and services, sometimes beyond what anyone had imagined
WHAT IT MEANS FOR MARKETERSWhile our natural instinct is to be protectionist and seek competitive insulation, marketers just might find that their next new innovation is not dependent upon their companies or brands alone. Today our more open innovation ecosystems simply can make more possible.
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GET TO THE POINT BRANDING
BRAND NAMES AS SOUND BITES
• Consumers today are skimming to get a quick read on what a brand or product is about
• In order to build quick awareness, brands are encapsulating their key message—either the functional product benefit, point of difference, or positioning—into their brand name
WHAT IT MEANS FOR MARKETERSFor new brands, take your positioning statement, key brand benefit, or elevator pitch and put it into plain English to create a brand name. For existing brands, apply this clarity and simplicity of messaging to all forms of communication from packaging to digital. Skip the marketing mumbo jumbo and get to the point.
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MINIMALIST DESIGN
WHEN LESS FINALLY MEANS MORE
• Minimalist design caters to consumers’ desire to absorb information quickly and easily given their increasingly impatient nature
• Packaging, print media, and products are leveraging form, iconic visuals, and color to cut to the chase and simplify communication to just the mandatories
WHAT IT MEANS FOR MARKETERSLess is really more—while a marketer may be concerned that they won’t get their message across, minimalist design can help deliver the intuitive responses they seek for their brands at the point-of-decision. Tell your story in as simple and consumable a way possible, leveraging design cues and copy to drive purchase decisions and build affinity.
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RIGHT PRICE, RIGHT PLACE,
RIGHT TIME
SIMPLY CLOSING THE SALE
• Retailers are optimizing product offers and taking away any barriers to purchase in the moment, in turn simplifying the decision process
• From offline to online, retailers are using advanced technology to offer shoppers the right product (targeted) at the right price (best value) at the right place (online convenience or the in-store experience) and at the right time (immediately)
WHAT IT MEANS FOR MARKETERSIt’s the job of the marketer to deliver this set of “right” attributes to the shopper, which will in-turn increase purchase, customer loyalty, and recommendations to others. It requires an understanding of shopping behavior from need states to occasions to trip types, and then simplifying the shopper’s purchase process, thereby giving the shopper confidence in her selection.
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FUSION CULTURE
HELP ME SIMPLIFY
REDEFINED CULTURAL SYMBOLS
SMARTER HEALTH
HIDDEN COSTS OF THE DIGITAL AGE
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DOWNLOAD THE ISSUE:http://www.schawk.com/knowledge-center/white-papers
CONTACT KATHY:Kathy Oneto, VP Brand [email protected]
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