The following trends are creating attractive opportunities for many marketers and a few headaches for others. How to stay in the winners’ circle and leave the aspirin to your competitors? Take note, as being ready for the next big thing will never be out of style.
• Cause-related marketing. Consumers want their brands to behave like leaders and stand for something. Values can give a stronger push to your marketing. The results, when done well, are something we call branded movements. Lead and they will follow.
• Multicultural and global. Ken and Barbie represent a smaller share of the consumer and pie. Take your brand traveling to interact with other cultures. The result is additional consumers who can give your brand a new life. Don’t delay, your consumers are already brushing on their Spanish and Mandarin.
• Social networking and new media: it’s time to take your brand out for a stroll and introduce it to some new friends. Only do this, though, if you have a strong story to tell and some brand ambassadors ready to vouch for you. Be real and engaging online.
• The open advertising agency. The world of ideas doesn’t stop at the agency walls. The new type of agency has to open up more to outside collaborations to deliver more innovation and creativity to clients.