print

New brand trends, marketing trends, consumer trends, for 2011

 

THINK ASIDE


When to "think aside" may be more profitable than "think different" to reactivate the consumer interest.



 

New consumer and brand trend to inspire your product and brand strategy for 2011.

This trend lies at the convergence of four of the 10 trends not to be missed – RECOGNIZED, RESPECTED AND REWARDED, THE NEED FOR OTHERS, CARING, SUNSHINE AGAIN - and targets listed in  Marketing trends for 2011: ” Return to marketing fundamentals and respect demand,”Do visibly more for the consumers”, ”Reinstate the osmosis between the brand and product.”


Rehabilitate the offer everyday products in the new patterns of consumption, is often to “think aside” rather than to “think different”

.
The brand and the product are going to satisfy in 2011 the double will of the consumer: "being more" as a person and “having more” for the same price.
The objective is to value the product but on other criteria than price.

"Think different” is at the heart of innovation. But it is not always relevant in the simple needs of the common consumption. It is not either within the reach of all.

"Thinking aside” may be a way to make a difference without starting from scratch. Capitalize the entire product and brand experience, but adding an element of surprise and astonishment.

In 2011, upgrade the Product consistency and the Brand consistency.



SOME STRATEGIES "ASIDE"

It’s to upgrade the product consistency.

The performance "aside".

Today, the generic performance is often not the expected performance.                                                                                                                                                                                          
A washing machine is chosen for its economy of use, its environmental qualities or the care brought to the linen. Not because it washes better. 

                                               
The Samsung washing machine is an "anti-aging treatment".                                              
Canon sells cameras that help to capture stories, not pictures! This shift makes the proposal heard.  

                                                                                                               
The performance "aside" may be more "human" than technological.
 


The range "aside".

At the beginning of the crisis, brands have launched low cost products:                           
P&G has resurrected old well-known brands like Xtra, Bonux. Better quality than private labels and no marketing expenses.                                                                  
And it worked ... While maintaining margins.

Today the challenge is to adapt the ranges of core market to the new consumer expectations.  
                                                                                                                                   
Danone has done this with its "reset" program. The entire mix has been reviewed.                                                                                                      

Adaptation may require a complete change in the mix with renewed content and style, more joyful or natural products, focused on particular targets.

In beauty market, British luxury brand Rodial, launched PIN-FAB. Nuxe, a glamorous brand has launched BIO-BEAUTY: two propositions "aside" which are not at all bottoms of the range.  




                              
 

Also recall the example of food brands and fast food restaurants that declined their products in halal version.
Citroen creating a parallel line: a DS version customizable and most fashionable.

Segmentation is done by the width of the offer rather than by the price.

A lever to restore the consistency of the core market, adding variety and appeal.

Change skin.

It can be a new look as Pantene in the U.S.              .                                              
Frequently, the brands prefer to seize the alibi of change given by the reference to an event.                                                                                                                                    
Do not mean inevitably short life cycle for that surprising product.       
                                  
The beauty brand Philosophy makes for Christmas its own opposite style: products colourful even the baroque vs. the minimal design and pure genuine whiteness.        
    
The special editions Diet Coke for Woman and Coca-Cola Light play the most high-end.                                                                                                                                  
No-Name-No-Brand styling to magnify the consumer experience of product design.
The co-branding to tell a new story: making a link between nail polish and Diet Coke was a real “step aside”.





 

Small indulgences inside

The trend WOMANITY invites to put more femininity and human heat in the product and around it.                                                                                                                           
Unexpected message or funny decorations on packaging, surprise gift, will intensify the emotion around the brand or around the product.

Good options for adding product content at no cost.



 


THE RELATION SIDE BY SIDE

It’s to upgrade the brand consistency.
.
The trend BRAND STATIONS underlines it: branding becomes a strategy of envelopment of the consumer.                                                              

Interactions are issued in all the spheres of activity of the consumer.
They lead the brands to go away from their job to try to connect the consumer. We must find the bait in areas where they are!

Act far away

Why Ralph Lauren gives lessons of tennis with Venus William on the net?
Why Coca-Cola creates an observatory of happiness, provides fashion tips, publishes a cookbook at Harvey Nichols and launches Radio Coca-Cola?
AXE organizes secret rap concerts as Virgin and Amex made previously.
Mini cars, Rubson offer iPhone or Nintendo games

.

 

The strategy of the cuckoo

The cuckoo makes its nest in the one of others.

The strategy of the cuckoo allows developing its business by pressing it on that of an iconic leader.

Many manufacturers try to take advantage of the Nespresso success by offering alternative capsules of coffee by-passing the patents of Nestlé.

The trend 2ndSKIN highlighted the importance of business accessories that could generate must-have such iPod, iPhone and now the iPad.
                                                                                                                                             
Lego connects Wii Nintendo users by suggesting a remote control to be built by children, based on Lego parts.
 


The services of complicity and of opposition

Since the crisis, the consumer is in a defensive position towards institutions (WikiLeaks appears for many as the new Robin Hood), towards the consumption … and the brands !

The consumer loves aids and services that will enable him to resist pressure, to by-pass an obligation.

An axis for brands to earn recognition and possibly to make money.         
       
Very expensive for some, free for others: The London School of Business & Finance offers online MBA lessons.    
                                                                   
Retail sites like eBay, PriceMinister, Keepio invite you to resell your Christmas gifts!

Good Guide’ application on iPhone to verify in store the health qualities of a product. It can be part of the toolkit of the new consumer.
                                                                                                                                              
The services of access, it is the similar.

Moving from dream to reality:
                                                                                                                                       
Creating a personal magazine with TheTime/ Lexus, a tour guide with TravelDK, a book with 24x7, music with Tailored Music or Genevo.TV.

Wear a bag or a couture dress rented at Rent The Runway.
The direct purchase of fruit and vegetables or fresh fish in Japan is a source of personal satisfaction.

MINI is developing partnerships for easy car-sharing, -lending, -renting to increase opportunities to try out its cars by trendy prospects.

 

CONCLUSION

It is interesting to note that brands that are built on the cult of performance may occasionally choose another strategy. Innovation and revolution are still interesting the consumer but a new scepticism does not any more authorize the brands to dress every small novelty in it.

It is thus necessary to look somewhere else, aside.

Get this evidence that I buy the product because it pleases me, because it is advisable to me and corresponds to me. It is finally very reasonable.

The trend-strategy annual report delivers clear recommendations, illustrated by examples and pictures, immediately actionable for all brands.

Instantly downloadable, surprisingly affordable!

ORDER NOW!
 

Order now !